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
Subject Category
Business Administration, Marketing (0338)
Keywords
Product management, Competition, international
Primary Language of Manuscript
EN