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
Product management; Competition, international
Primary Language of Manuscript
Recommended CitationNatascha Loebnitz (January 2009) The Impact of Country-of-Origin on Liability-of-Foreignness, PhD, ePublications@bond, Faculty of Business, Technology and Sustainable Development.
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