International Series in Advanced Management Studies

International Marketing Strategy

The Country of Origin Effect on Decision-Making in Practice

Authors: Pegan, Giovanna, Vianelli, Donata, De Luca, Patrizia

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  • Integrates the debate about the country of origin effect giving voice to companies, international importers and retailers
  • Presents the constraints of companies in enhancing the value of the country of origin with several international marketing channels
  • Investigates business challenges towards appropriating the value of the country of origin
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eBook 53,49 €
price for India (gross)
  • ISBN 978-3-030-33588-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for India (gross)
  • ISBN 978-3-030-33587-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

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. 


Table of contents (8 chapters)

Table of contents (8 chapters)
  • Introduction to the Country of Origin Effect in International Marketing Strategies

    Pages 1-21

    Pegan, Giovanna (et al.)

  • Strategic Entry Modes and Country of Origin Effect

    Pages 23-38

    Pegan, Giovanna (et al.)

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

    Pages 39-73

    Pegan, Giovanna (et al.)

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

    Pages 75-95

    Pegan, Giovanna (et al.)

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

    Pages 97-117

    Pegan, Giovanna (et al.)

Buy this book

eBook 53,49 €
price for India (gross)
  • ISBN 978-3-030-33588-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 64,99 €
price for India (gross)
  • ISBN 978-3-030-33587-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
International Marketing Strategy
Book Subtitle
The Country of Origin Effect on Decision-Making in Practice
Authors
Series Title
International Series in Advanced Management Studies
Copyright
2020
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-33588-5
DOI
10.1007/978-3-030-33588-5
Hardcover ISBN
978-3-030-33587-8
Series ISSN
2366-8814
Edition Number
1
Number of Pages
XIII, 188
Number of Illustrations
16 b/w illustrations, 13 illustrations in colour
Topics