List of Figures

List of Tables

Introduction: The country of origin (COO), country-of-origin (COO) dimensions, and country-of-origin effect (COE) ? general overview and theoretical approaches

Marzanna K. Witek-Hajduk and Anna Grudecka

Part 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-Hajduk

2. Managing country-of-origin effect through public-private cooperation: A review of international practices

Magdalena Florek and Marta Here?niak

3. Approach to the country-of-origin in the context of corporate responsibility and sustainability

Anna Napiorkowska

4. Rebranding and country-of-origin effect

Natalia Wojciechowska

Part II: Country of origin in international business ? economic and legal aspects

5. Communicating the country-of-origin in advertising: Semiotic persuasion

Ewa Szcz?sna

6. Linking agri-food products with their origin: how can establishing a geographical indication benefit EU food producers and exporters?

Agnieszka Hajdukiewicz

7. Legal pitfalls of country-of-origin determination

Edyta Małecka-Ziembi?ska, Anna Siwiec and Beata St?pie?

Part 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 origin

Marlena Jankowska, Mirosław Pawełczyk and Justyna Kania

9. Country-of-origin effect as a challenge in international business ? a perspective of consumers from developed vs. emerging markets

Anna Grudecka

10. The impact of COO on consumers' perception of luxury goods

Beata St?pie?

11. The impact of country-of-origin and region-of-origin on the evaluation and pricing of food products. The role of consumer ethnocentrism

Jarosław Gorski, Magdalena Brzozowicz and Karolina Jo?czyk

Index