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...

"The acceleration of globalization and the growth of emerging economies present significant opportunities for business expansion. One of the quickest ways to achieve effective international expansion is by leveraging the web, which allows for technological connectivity of global markets and...