...Ian Michael; Meerah Ketait; Sarah Al Qassimi; Azza Al Nuaimi Subject area Marketing, brand management, promotion management and corporate social responsibility. Study level/applicability Undergraduate and postgraduate. Case overview How does the “country-of-origin” issue affect brands...

... interesting features of the company and its environment. The foci of the case are on potential barriers facing firms based in emerging economies in their internationalization initiatives and negative country of origin effects associated with emerging economies. Expected learning outcomes The learning...