The text discusses stereotypes, ethnocentrism, degree of economic development, and fads as the basis for generalizations about
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The country the type of product and the image of the company and its brands all influence whether or not the country of origin will engender a positive or negative reaction There are a variety of gene...View the full answer
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International marketing
ISBN: 978-0077446956
15th Edition
Authors: Philip R. Cateora, Mary C. Gilly, John L. Graham
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