Matarazzo, Michela; Resciniti, Riccardo; Schufft, Georg - In: ECONOMIA E POLITICA INDUSTRIALE 2014/3 (2014) 3, pp. 7-31
This research analyzes the marketing potential of "made in Europe", which has been little studied in literature on country of origin to date. In particular, the paper shows under what conditions a brand like "made in Europe", may be a viable alternative to the nation brand. To this end, two...