... Firm performance International strategy Country of brand origin Image In this sense and adopting the most aggregated stream of the country of brand origin effects, this study intends to remedy some gaps of these studies when conceiving the COBOP. Aaker (2012 , p. 175) states that brand...

... products export (% export) MPE Latin America Emerging economies Competitiveness PLS-SEM International strategy Latin America (LATAM) is a region with high growth and development potential in the near future (Castro-Gonzáles et al., 2014 ; WEForum, 2012). From Mexico...

...) International strategy International joint ventures Foreign direct investment (FDI) and multinational enterprise (MNE) are two nested concepts, and both have variety of examples in business life. UNCTAD (2010) accounts 103,768 parent companies and 892,114 affiliated companies under the broad...

... difficult especially when inputs have to be imported from the home country. © Emerald Group Publishing Limited 2012 Emerging markets Franchising International strategy Transaction cost theory Franchising is an organizational form chosen by entrepreneurs where a decentralized network...