International Marketing And The Country Of Origin Effect

'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.

This is the first-ever book about product and country images. It goes considerably beyond what was known until now about these images on buyer behavior and international market strategy. Thousands of companies use country identifiers as part of their international marketing strategy and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers’and buyers’decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. National stereotyping and consumer biases in favor or against countries, based on image, have been known for some time to influence their marketplace decisions. Businesspeople who want to learn how to use country identifiers effectively, when to use them and when to avoid them, and how country images affect the behavior of consumers in their target markets will want to read this book cover to cover. Product-Country Images discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. It is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic. Written by the world’s preeminent researchers in the field from both academic and business sectors--a total of twenty-nine researchers from eleven countries--Product-Country Images presents the work of some of the best minds in the area--Johansson, Morello, Nebenzahl and Jaffe, Crawford and Lumpkin, Yaprak, Liefeld, and Wall, and the editors, Papadopoulos and Heslop, who have also authored some of its chapters. The chapters cover areas related to the main theme from both theoretical and practical perspectives and address questions of international marketing strategy, public policy, and research methodology. The subject is treated at a level suitable for business executives, public policymakers, academic researchers, and university students. Generally, the influence of product country images is so pervasive that this will be an indispensable reference and guidebook to anyone interested in understanding better, and/or enhancing the effectiveness of, international consumer behavior, international marketing, and international marketing strategy. Academic researchers specializing in country-product images, international marketing, and other fields, such as decisionmaking, cultural anthropology, international behavior, and perhaps most importantly, social psychology for international relations, will find readily applicable information and new directions for further research. International business marketing practitioners and public policymakers will find the practical information on the role and importance of country image in attracting foreign investment, promoting a nation’s exports, protecting domestic markets from imports, and capitalizing on major international events for promoting national image immediately useful in formulating strategies and policies. International marketing/business students will be better prepared for a competitive world from being exposed to this field of knowledge and its implications which are relevant to many subdisciplines. The made-in notion is a matter of tremendous importance in international marketing strategy, public policymaking, and research. With this in mind, editors Papadopoulos and Heslop take special care to achieve a blend of practice and theory and of the strategic, policy, and research perspectives. As such, Product-Country Images is divided into five main sections so that readers will be able to find the information they need: In the first section, the chapters that introduce the subject, provide an overview of the field,

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.

Features the papers that report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging markets.

Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.

Research Paper (postgraduate) from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, The University of Sydney, course: International Marketing, language: English, abstract: This research addresses Country of Origin (COO) effects from the as a measure of strategic marketing and marketing communications of companies in Australia. It reveals that despite the increasing off-shoring and globalization aspects, Country of Origin is of major relevance to a number of product categories in Australia, and consequently very likely worldwide. It is a cross-industry explanatory analysis, which includes major global businesses. It also comprises various aspects of the impact that COO has on the management of companies. The conclusion includes a market overview coupled with a guideline for the application, and future predictions regarding the topic. Within this paper, marketing managers across industries disclose a new perspective to the Australian version of "Country of Origin". By analysing market observations, with examples of case studies, and including compelling illustrations of companies, this paper reveals the viewpoint of the people whose business focus are marketing strategies and marketing communication in Australia. Much research has been done on the impact of country of origin effects on customers, underlining their diverse attitudes towards credibility and respect of brands and products. In one of the latest studies Jean-Paul Usunier (2006) argues that increasing internationalization of production location and raising acceptance of products irrespective of their origin, lead to insignificance of the topic in real life. Yet today country of origin is considered as neither made-in, designed-in, nor country-of-brand. Much rather it is the manipulated consumer perception associated with a product, company or brand. This can be irrespective of location of production or design, such as in the case of Michel’s Patisserie in Australia. Based on established COO research and first hand interviews and surveys, the paper links proven facts of consumer behaviour with potential and actual usage within the marketing strategies of global and domestic companies in Australia. Supported by qualitative and quantitative research, conclusions about the current development are drawn and future applications are predicted and suggested. This research is concerned with if, and how, companies willingly form this perception in Australia and in the end should guide marketing managers on how to use COO as a KSF in Australia and ultimately globally.