The “country-of-origin effect” in multinational corporations: Sources, mechanisms and moderating conditions
نویسندگان
چکیده
• This conceptual paper examines the role of country-of-origin effects in MNCs. It deals with definitional problems and discusses both the sources of the country-oforigin effect, and the mechanisms through which it manifests itself. • The strength of the country-of-origin effect is hypothesized to be moderated by factors related to both the home country and the MNC.
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