Chen, Hwei‐Chung; Pereira, Arun - In: Journal of Product & Brand Management 8 (1999) 3, pp. 218-231
An experimental design is used to examine the effect of products’ country‐of‐origin on first‐mover advantage. Specifically, focuses on the effects of favorable/unfavorable country‐of‐origin on first‐mover advantage, as well as its effects with regard to “early followers” and...
