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Elena Cedrola,Loretta Battaglia 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.4
The paper aims to verify if country-of-origin effect matters in industrial sectors (BTB),particularly in business relations between firms belonging to markets with high cultural distance. The study was carried out on a sample of 338 firms in the quantitative phase and on 14 firms in the subsequent qualitative phase.