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Daring Brands in demanding, discriminating developed markets: How developing market brands need to work smarter, not just harder to become premium global brands.
There are several studies that show that developing market brands suffer from country of origin disadvantage or “liabilities of origin,” and these perceptions are very difficult to change quickly because of heuristics or mental shortcuts people take to make decisions. “Marketing research has conclusively demonstrated that country of origin elicits powerful consumer reactions; the reactions