Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice

International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice

Pegan, Giovanna
Vianelli, Donata
de Luca, Patrizia

Hardcover

Series: International Advanced Management Studies

EconomicsManagementMarketing

ISBN10: 3030335879
ISBN13: 9783030335878
Publisher: Springer Nature
Published: Dec 6 2019
Pages: 188
Weight: 1.02
Height: 0.50 Width: 6.14 Depth: 9.21
Language: English
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.

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