LIST OF CONTENTS ABSTRACT...................................................................................................................................................i ABSTRACT..................................................................................................................................................ii APPROVAL PAGE.....................................................................................................................................iii FOREWORD...............................................................................................................................................iv LIST OF CONTENTS.................................................................................................................................v CHAPTER I INTRODUCTION.................................................................................................................6 1.1 Introduction.................................................................................................................................6 1.2 Problem statement.......................................................................................................................7 1.3 Research question.......................................................................................................................7 1.3 Research objective......................................................................................................................8 1.4 Research limitation.....................................................................................................................8 CHAPTER 2 LITERATURE REVIEW....................................................................................................9 2.1 Country of Origin Theory...........................................................................................................9 2.2 Resource-based view (RBV).....................................................................................................10 CHAPTER III METHODOLOGY..........................................................................................................12 3.1 Qualitative Single-Case Study Research...................................................................................12 3.2 Research context.......................................................................................................................13 3.3 Data Collection.........................................................................................................................13 3.4 Data analysis.............................................................................................................................15 CHAPTER IV RESULTS..........................................................................................................................17 4.1 Strategic Insights.......................................................................................................................17 4.2 Balancing CoO authenticity and localization............................................................................19 4.3 Relying on marketing tools.......................................................................................................21 4.4 Brand differentiation.................................................................................................................22 CHAPTER V CONCLUSION..................................................................................................................25 5.1 Discussion.................................................................................................................................25 5.2 Implication for theory...............................................................................................................26 5.3 Implication for practice.............................................................................................................27 5.4 Limitations and suggestions for future research.......................................................................27 REFERENCE.............................................................................................................................................28 v.