International Marketing Strategy the Country of Origin Effect on Decision-Making in Practice /
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'. Thi...
| Main Author: | Pegan, Giovanna. |
|---|---|
| Other Authors: | Vianelli, Donata., Luca, Patrizia de., SpringerLink (Online service) |
| Format: | eBook |
| Language: | English |
| Published: |
Cham :
Springer,
[2020]
|
| Physical Description: |
1 online resource (195 pages). |
| Series: |
International series in advanced management studies.
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| Subjects: |
| Summary: |
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. |
|---|---|
| Item Description: |
Chapter 1: Introduction to the Country of Origin Effect in International Marketing Strategies -- Chapter 2: Strategic Entry Modes and Country of Origin Effect -- Chapter 3: Country of Origin Valorization in Exporting: Insights from Companies and Foreign Importers -- Chapter 4: Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives -- Chapter 5: From Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels -- Chapter 6: The Role of Country of Origin in Foreign Retailerś Strategies -- Chapter 7: Online Channels and the Country of Origin -- Chapter 8: Conclusion to the Country of Origin Effect on Decision-Making in Practice. 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. |
| Physical Description: |
1 online resource (195 pages). |
| ISBN: |
3030335887 9783030335885 |