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.
Author(s): Giovanna Pegan, Donata Vianelli, Patrizia De Luca
Series: International Series In Advanced Management Studies
Publisher: Springer
Year: 2020
Language: English
Pages: 195
Tags: International Business, Marketing
Front Matter ....Pages i-xiii
Introduction to the Country of Origin Effect in International Marketing Strategies (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 1-21
Strategic Entry Modes and Country of Origin Effect (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 23-38
Country of Origin Valorization in Exporting: Insights from Companies and Foreign Importers (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 39-73
Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 75-95
From Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 97-117
The Role of Country of Origin in Foreign Retailers’ Strategies (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 119-148
Online Channels and the Country of Origin (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 149-180
Conclusion to the Country of Origin Effect on Decision-Making in Practice (Giovanna Pegan, Donata Vianelli, Patrizia de Luca)....Pages 181-188
