One of the main challenges for small and medium enterprises (SMEs) is how to leverage
their R&D activities in the international markets but current literature offers mixed evidence …

Sustainable innovation–the introduction of new products and processes that bring
economic, social and environmental benefits–have a crucial role in the textile and fashion …

Researchers in business-to-business (B2B) sectors often assume that findings regarding
country-of-origin (COO) effects on end consumers can be directly applied to the industrial …

This paper describes an exploratory study of the relationship between a firm's Country-of-
Origin (COO) and public perceptions of multinational and domestic corporations operating in …

This article contributes to the recent problematisation of the co-evolution of philosophy and
marketing thought as we experience a transition from the deification of greed, individualism …

This research examines how consumers (N= 627) from the three largest world economies,
the US, China and Japan, perceive two major apparel brand image dimensions (design and …

Prada is one of the most successful Italian fashion businesses with unique design aesthetics
and provocative counter-mainstream spirit. It is also one of a few companies in the global …

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of
interest to both academics and practitioners. In the contemporary environment, business and …

Literature and research studies on country of origin (COO) have mainly focused on its effect
in business to consumer (B2C) markets. Among the few scholars who have analysed …

Ermenegildo Zegna is one of the most prominent examples of an Italian family business
becoming a world leader in the luxury fashion industry. Four generations of Zegna family …