'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book hel

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defi

"Various phenomena in the global economy, such as intensifying firms internationalization and international sourcing resulting in growing number of hybrid produ

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketin

Multinational corporations (MNCs) are frequently pictured as being at the vanguard of global integration. They face strong incentives to maximize economies of s