Abstract
The paper updates and extends Bilkey and Nes’ (1982) country-of-origin research, organizing and clarifying existing research streams, concluding with a set of research propositions appropriate for the global world. The paper argues that significant strategic opportunities, as well as potential pitfalls, exist in relation to country-of-origin bias, and that these must be successfully managed.
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Wilcox, D. (2015). Country-Of-Origin Bias: A Literature Review and Prescription for the Global World. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_35
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