As globalisation increases the country of origin effect is likely to become more important as a source of differentiation and positioning.

Question

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As globalisation increases, the country of origin effect is likely to become less important as products and services become increasingly global in nature, and consumers become more familiar and comfortable with products and services from different countries. Instead, other factors such as brand image and reputation, product quality, and customer service are likely to become more important in differentiation and positioning.

As Globalisation Increases the Country of Origin Effect Is Likely