Abstract:A global firm may need to adjust its outsourced functions when it competes in the global market place. The outsourcing adjustment will product two effects, brands image effect and the country of origin effect. The paper considers a setting of two global firms, where each has a manufacturing facility in one of the two developing countries but sell their differentiated products in a developed country. The product differentiation is solely based on differences in brand image (BI), country of origin (COO) and thei… Show more
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