We have a family owned company and want to start exporting to several South American countries.
I already have an MBA from 7 years ago, but I am reading up on the latest marketing knowledge and I wonder how to take into account these new discoveries.
For example - how to take into account:
1) the issue of country of origin (e.g. I read the article called "Gains and Losses from the Misperception of Brand Origin: The Role of Brand Strength and Country of Origin Image").
2) Josiassen's Matrix (in other words, consumer ethnocentrism, consumer disidentification, consumer affinity, and consumer animosity).
Any input is valued!