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| Author: | Bradley, F. |
| Title: | Country-company interaction effects and supplier preferences among industrial buyers |
| Journal: | Industrial Marketing Management
2001 : AUG, VOL. 30:6, p. 511-524 |
| Index terms: | INDUSTRIAL PURCHASING INTERNATIONAL BUSINESS SUPPLIERS |
| Language: | eng |
| Abstract: | The objectives of this paper are to measure the effect of country of origin influences on the preferences of industrial buyers for different suppliers in international markets. The results showed that country influences did not have a direct effect on company preferences but may have had a weak effect when interacting with company effects, determined by marketing mix variables, particularly advertising. Company effects were stronger and dominated country effects. |
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