Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.

• List of FiguresList of TablesIntroduction: The country of origin (COO), country-of-origin (COO) dimensions, and country-of-origin effect (COE) – general overview and theoretical approachesMarzanna K. Witek-Hajduk and Anna GrudeckaPart I: Country of origin in international business – a strategic perspective 1. Country of origin as a challenge in international business: The strategic perspectives of companies from developed vs emerging markets Marzanna K. Witek-Hajduk2. Managing country-of-origin effect through public-private cooperation: A review of international practicesMagdalena Florek and Marta Hereźniak3. Approach to the country-of-origin in the context of corporate responsibility and sustainabilityAnna Napiórkowska4. Rebranding and country-of-origin effectNatalia WojciechowskaPart II: Country of origin in international business – economic and legal aspects 5. Communicating the country-of-origin in advertising: Semiotic persuasionEwa Szczęsna6. Linking agri-food products with their origin: how can establishing a geographical indication benefit EU food producers and exporters? Agnieszka Hajdukiewicz7. Legal pitfalls of country-of-origin determinationEdyta Małecka-Ziembińska, Anna Siwiec and Beata StępieńPart III: Country of origin effect in international business – a consumer perspective 8. Haute couture, Versace law, "made-in Germany" and "made-in Poland"– a legal comparative perspective on edging out the competition with brand originMarlena Jankowska, Mirosław Pawełczyk and Justyna Kania9. Country-of-origin effect as a challenge in international business – a perspective of consumers from developed vs. emerging marketsAnna Grudecka10. The impact of COO on consumers' perception of luxury goodsBeata Stępień11. The impact of country-of-origin and region-of-origin on the evaluation and pricing of food products. The role of consumer ethnocentrismJarosław Górski, Magdalena Brzozowicz and Karolina JończykIndex

Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.

• List of FiguresList of TablesIntroduction: The country of origin (COO), country-of-origin (COO) dimensions, and country-of-origin effect (COE) – general overview and theoretical approachesMarzanna K. Witek-Hajduk and Anna GrudeckaPart I: Country of origin in international business – a strategic perspective 1. Country of origin as a challenge in international business: The strategic perspectives of companies from developed vs emerging markets Marzanna K. Witek-Hajduk2. Managing country-of-origin effect through public-private cooperation: A review of international practicesMagdalena Florek and Marta Hereźniak3. Approach to the country-of-origin in the context of corporate responsibility and sustainabilityAnna Napiórkowska4. Rebranding and country-of-origin effectNatalia WojciechowskaPart II: Country of origin in international business – economic and legal aspects 5. Communicating the country-of-origin in advertising: Semiotic persuasionEwa Szczęsna6. Linking agri-food products with their origin: how can establishing a geographical indication benefit EU food producers and exporters? Agnieszka Hajdukiewicz7. Legal pitfalls of country-of-origin determinationEdyta Małecka-Ziembińska, Anna Siwiec and Beata StępieńPart III: Country of origin effect in international business – a consumer perspective 8. Haute couture, Versace law, "made-in Germany" and "made-in Poland"– a legal comparative perspective on edging out the competition with brand originMarlena Jankowska, Mirosław Pawełczyk and Justyna Kania9. Country-of-origin effect as a challenge in international business – a perspective of consumers from developed vs. emerging marketsAnna Grudecka10. The impact of COO on consumers' perception of luxury goodsBeata Stępień11. The impact of country-of-origin and region-of-origin on the evaluation and pricing of food products. The role of consumer ethnocentrismJarosław Górski, Magdalena Brzozowicz and Karolina JończykIndex

Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.

• List of FiguresList of TablesIntroduction: The country of origin (COO), country-of-origin (COO) dimensions, and country-of-origin effect (COE) – general overview and theoretical approachesMarzanna K. Witek-Hajduk and Anna GrudeckaPart I: Country of origin in international business – a strategic perspective 1. Country of origin as a challenge in international business: The strategic perspectives of companies from developed vs emerging markets Marzanna K. Witek-Hajduk2. Managing country-of-origin effect through public-private cooperation: A review of international practicesMagdalena Florek and Marta Hereźniak3. Approach to the country-of-origin in the context of corporate responsibility and sustainabilityAnna Napiórkowska4. Rebranding and country-of-origin effectNatalia WojciechowskaPart II: Country of origin in international business – economic and legal aspects 5. Communicating the country-of-origin in advertising: Semiotic persuasionEwa Szczęsna6. Linking agri-food products with their origin: how can establishing a geographical indication benefit EU food producers and exporters? Agnieszka Hajdukiewicz7. Legal pitfalls of country-of-origin determinationEdyta Małecka-Ziembińska, Anna Siwiec and Beata StępieńPart III: Country of origin effect in international business – a consumer perspective 8. Haute couture, Versace law, "made-in Germany" and "made-in Poland"– a legal comparative perspective on edging out the competition with brand originMarlena Jankowska, Mirosław Pawełczyk and Justyna Kania9. Country-of-origin effect as a challenge in international business – a perspective of consumers from developed vs. emerging marketsAnna Grudecka10. The impact of COO on consumers' perception of luxury goodsBeata Stępień11. The impact of country-of-origin and region-of-origin on the evaluation and pricing of food products. The role of consumer ethnocentrismJarosław Górski, Magdalena Brzozowicz and Karolina JończykIndex