Literature review identifies key strategic imperatives for market entry, highlighting consumer attitudes and country of origin influence.
This paper examines issues to be considered by firms intending to enter the U.S. market. Literature is reviewed in the subject areas of market entry, consumer attitudes toward products from other countries, and the influence of a product’s country of origin on the purchase-decision process. Four strategic imperatives for management are presented and discussed.
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Gwin et al. (1999) studied this question.
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