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Keywords: Social identity approach
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Journal Articles
Competing through manufacturing: countering a product's liability of foreignness through mass customization
Open Access
International Journal of Operations & Production Management (2020) 40 (11): 1661–1683.
Published: 29 October 2020
... a product's liability of foreignness – the negative effect of the out-group status of a product's country of origin (COO) on consumers' evaluations of the product. Design/methodology/approach Based on the social identity approach, it is hypothesized that this liability is reduced when a consumer product...
