International Marketing Strategy

1. Front Matter

   Pages i-xiii

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2. Introduction to the Country of Origin Effect in International Marketing Strategies

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 1-21

3. Strategic Entry Modes and Country of Origin Effect

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 23-38

4. Country of Origin Valorization in Exporting: Insights from Companies and Foreign Importers

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 39-73

5. Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 75-95

6. From Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 97-117

7. The Role of Country of Origin in Foreign Retailers’ Strategies

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 119-148

8. Online Channels and the Country of Origin

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 149-180

9. Conclusion to the Country of Origin Effect on Decision-Making in Practice

   • Giovanna Pegan, Donata Vianelli, Patrizia de Luca

   Pages 181-188

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.

• Business effects of country-of-origin
• International business interviews
• Business development in foreign markets
• International distribution channels
• Importers' decisions
• Exporters' decisions
• Global marketing strategy

• Department of Economics, Business, Mathematics and Statistics, University of Trieste, Trieste, Italy

  Giovanna Pegan, Donata Vianelli, Patrizia de Luca

Giovanna Pegan is Associate Professor of Marketing and Management at the University of Trieste (Italy), where she teaches consumer behavior, business communication and consumer psychology. She is the author or co-author of numerous national and international publications, and her research focuses on sustainable consumption, marketing innovation and the country of origin effect on international distribution channels.

Donata Vianelli is Full Professor of Marketing and Management at the University of Trieste (Italy), where she teaches international marketing and business management. She has authored more than a hundred publications on global distribution and cross-cultural consumer behavior with a focus on Europe, US and Asia.

Patrizia de Luca is Associate Professor of Marketing and Management at the University of Trieste (Italy) where she teaches marketing and marketing research. She is the author or co-author of books, chapters and articles in national and international publications. Her research interests concern marketing channels and innovation, with particular attention to the experiental and sustainable perspective. 

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