Abstract
Evaluates the perception of US industrial purchasers of products of industrialized countries and major Latin American nations. Shows that price is the only perceived strength of Latin American products while quality and delivery variables constitute the perceived core competency of products manufactured in advanced economies. Japan leads the world in perceived positive product attributes. Even industrial buyers who have never purchased from Latin America perceive the products of the region as technologically‐inferior and price‐superior compared to products made in advanced countries. Proposes that country‐of‐origin cue is still an important factor in industrial purchase decisions.
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