Abstract

This study explores liability-of-foreignness (LOF) and how multinational corporations (MNCs) can develop competitive strategies in order to adapt to consumers’ perceptions of tangible and intangible sources of LOF as a result of negative stigmatization of marketing mix elements used in the foreign market.

Year Manuscript Completed

2009

Keywords

Product management; Competition, international

Primary Language of Manuscript

EN

01Front.pdf (141 kB)

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