The country of origin of goods and services can have positive or negative effect on customers’ intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. -- The chapters refer to a wide range of issues,...

The aim of the study is to investigate the effect of cultural distance on the reputation transferability from a made in Italy target firm to a foreign acquirer by analyzing local country consumers. The work compares two foreign acquiring firms a Chinese firm (large cultural distance to Italy)...