Abstract
Recent cases in strategic alliances observed in the U.S. automobile and numerous other consumer product industries point up an important area of research that has not received enough attention in the literature. Complex products involving multiple country affiliations have become much more common.
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*Paul Chao (Ph.D., University of Washington) is Associate Professor of Marketing at the University of Northern Iowa. His research interests include international marketing, cross-national consumer behavior and international marketing education. His research has appeared in the Journal of Consumer Research, Journal of International Business Studies, International Marketing Review, Journal of Advertising Research, Journal of Health Care Marketing, Marketing Education Review and numerous conference proceedings.
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Chao, P. Partitioning Country of Origin Effects: Consumer Evaluations of a Hybrid Product. J Int Bus Stud 24, 291–306 (1993). https://doi.org/10.1057/palgrave.jibs.8490851
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DOI: https://doi.org/10.1057/palgrave.jibs.8490851