Country of Origin Effects on Consumer Behavior

by Khalid I. Al-Sulaiti

In an era of intensifying global competition the creation and maintenance of a sustainable competitive advantage (SCA) is becoming increasingly difficult to achieve. This book offers important insights into one important possibility of doing so. Fundamentally, the problem is that producers of goods and services are unable to maintain the JND (just noticeable difference) factor that enables customers to discriminate between the offerings available in the market place.