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Author: Ulrike Imme Publisher: GRIN Verlag ISBN: 3668687374 Category : Business & Economics Languages : en Pages : 45
Book Description
Research Paper (postgraduate) from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, The University of Sydney, course: International Marketing, language: English, abstract: This research addresses Country of Origin (COO) effects from the as a measure of strategic marketing and marketing communications of companies in Australia. It reveals that despite the increasing off-shoring and globalization aspects, Country of Origin is of major relevance to a number of product categories in Australia, and consequently very likely worldwide. It is a cross-industry explanatory analysis, which includes major global businesses. It also comprises various aspects of the impact that COO has on the management of companies. The conclusion includes a market overview coupled with a guideline for the application, and future predictions regarding the topic. Within this paper, marketing managers across industries disclose a new perspective to the Australian version of "Country of Origin". By analysing market observations, with examples of case studies, and including compelling illustrations of companies, this paper reveals the viewpoint of the people whose business focus are marketing strategies and marketing communication in Australia. Much research has been done on the impact of country of origin effects on customers, underlining their diverse attitudes towards credibility and respect of brands and products. In one of the latest studies Jean-Paul Usunier (2006) argues that increasing internationalization of production location and raising acceptance of products irrespective of their origin, lead to insignificance of the topic in real life. Yet today country of origin is considered as neither made-in, designed-in, nor country-of-brand. Much rather it is the manipulated consumer perception associated with a product, company or brand. This can be irrespective of location of production or design, such as in the case of Michel’s Patisserie in Australia. Based on established COO research and first hand interviews and surveys, the paper links proven facts of consumer behaviour with potential and actual usage within the marketing strategies of global and domestic companies in Australia. Supported by qualitative and quantitative research, conclusions about the current development are drawn and future applications are predicted and suggested. This research is concerned with if, and how, companies willingly form this perception in Australia and in the end should guide marketing managers on how to use COO as a KSF in Australia and ultimately globally.
Author: Ulrike Imme Publisher: GRIN Verlag ISBN: 3668687374 Category : Business & Economics Languages : en Pages : 45
Book Description
Research Paper (postgraduate) from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, The University of Sydney, course: International Marketing, language: English, abstract: This research addresses Country of Origin (COO) effects from the as a measure of strategic marketing and marketing communications of companies in Australia. It reveals that despite the increasing off-shoring and globalization aspects, Country of Origin is of major relevance to a number of product categories in Australia, and consequently very likely worldwide. It is a cross-industry explanatory analysis, which includes major global businesses. It also comprises various aspects of the impact that COO has on the management of companies. The conclusion includes a market overview coupled with a guideline for the application, and future predictions regarding the topic. Within this paper, marketing managers across industries disclose a new perspective to the Australian version of "Country of Origin". By analysing market observations, with examples of case studies, and including compelling illustrations of companies, this paper reveals the viewpoint of the people whose business focus are marketing strategies and marketing communication in Australia. Much research has been done on the impact of country of origin effects on customers, underlining their diverse attitudes towards credibility and respect of brands and products. In one of the latest studies Jean-Paul Usunier (2006) argues that increasing internationalization of production location and raising acceptance of products irrespective of their origin, lead to insignificance of the topic in real life. Yet today country of origin is considered as neither made-in, designed-in, nor country-of-brand. Much rather it is the manipulated consumer perception associated with a product, company or brand. This can be irrespective of location of production or design, such as in the case of Michel’s Patisserie in Australia. Based on established COO research and first hand interviews and surveys, the paper links proven facts of consumer behaviour with potential and actual usage within the marketing strategies of global and domestic companies in Australia. Supported by qualitative and quantitative research, conclusions about the current development are drawn and future applications are predicted and suggested. This research is concerned with if, and how, companies willingly form this perception in Australia and in the end should guide marketing managers on how to use COO as a KSF in Australia and ultimately globally.
Author: G. Bertoli Publisher: Edward Elgar Publishing ISBN: 1781955611 Category : Business & Economics Languages : en Pages : 225
Book Description
'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
Author: Giovanna Pegan Publisher: Springer Nature ISBN: 3030335887 Category : Business & Economics Languages : en Pages : 195
Book Description
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: Nicolas Papadopoulos Publisher: Routledge ISBN: 1317953193 Category : Business & Economics Languages : en Pages : 504
Book Description
This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.
Author: Simon Roder Publisher: ISBN: Category : Languages : en Pages :
Book Description
Research shows that the country-of-origin effect is strongest in cases where a country is respected for a particular industry. In such cases, many companies from the same industry might strongly rely on the positive associations towards their origin, such as in the Swiss cheese industry. How-ever, strategy literature postulates that brands need to find a distinguished positioning that allows achieving a unique selling proposition. Therefore, the objective of this study is to reveal whether brands can both, benefit from the country-of-origin effect and achieve a distinguished positioning in the market. The study revealed that it is possible to benefit from a strong country-of-origin effect in a typical industry while assuring a distinguished positioning in the market. The main success factor is to use the origin as part of a co-branding strategy to support and justify selected image dimensions such a quality while focusing on establishing a distinctive positioning. That positioning then needs to be communicated consistently over time over all parts of the marketing mix. Success factors that can be observed at the examples Appenzeller, Antje, Lindt, Toblerone, and Leonidas are consistency in the positioning and branding strategy over time. Especially Antje, Lindt, and Appenzeller continue to communicate similar stories, although they adjust them to not be perceived as old-fashioned. Brands that are marketed less consistent over time using stories that often change include Gruyère and Emmentaler. These brands are mainly associated with their origin and the values Swiss cheese stands for rather than an independent image. In the two industries covered in the thesis at hand, Switzerland and the Netherlands provide brands with stories and pictures such as mountains for Switzerland and flowers and windmills for the Netherlands. Switzerland and Belgium provide their brands with a promise for high quality which can be used to achieve a pr.
Author: Philip Kotler Publisher: Taylor & Francis ISBN: 1000961265 Category : Business & Economics Languages : en Pages : 277
Book Description
This book provides guidelines for the pragmatic integration of new marketing tools and business strategies for managers, researchers and students to implement innovative strategies in various industries. Practical and actionable guidance is key to achieving high standards of strategic marketing across different organizations. This book offers a comprehensive overview of the application of diverse tools and strategic practices in the finance, e- commerce, fashion, entertainment and tourism industries, among others. It provides deep insights into consumer behaviour through extensive research and analysis in different sectors of business, especially during the COVID- 19 pandemic, as well as industry perspectives on shifts in consumption practices. It assesses buying behaviour and trends, demographic classifications, operational practices and the integration of technology in marketing and strategy. Part of the Contemporary Management Practices series, this book will be useful to practicing managers, researchers and students who are interested in marketing, business studies, management studies, innovation and business strategy and communications.
Author: Anna Grudecka Publisher: Taylor & Francis ISBN: 1000988597 Category : Business & Economics Languages : en Pages : 283
Book Description
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones. This edited book offers a multifaceted approach to COO and COE. It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising. The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism. It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon and empirical evidence delivered by scholars representing different fields of science. This book is addressed predominantly to the academic community – academics, scholars and upper-level students – in international marketing, international business and consumer behaviour.
Author: Silva, Carlos Francisco e Publisher: IGI Global ISBN: 1668466155 Category : Business & Economics Languages : en Pages : 313
Book Description
In today's globalized economy, selecting the right entry strategy is critical for companies looking to expand into foreign markets. This decision has a significant impact on a company's performance and its ability to collaborate with global supply chains. Moreover, with consumers becoming increasingly aware of the origins of products and brands, it is essential for companies to use the origin as a means to add value to their offerings. Edited by Dr. Carlos Silva, this book brings together global professionals and researchers who provide the latest empirical research findings and relevant theoretical frameworks on the subject, spanning multiple industries. Origin and Branding in International Market Entry Processes is targeted towards professionals and researchers working in the field of international management and business, providing insights and support for executives concerned with market entry, internationalization strategies, destination and origin branding, and brand expansion. The book covers a range of topics, including brand origin, country of brand origin, branding, market entry process, internationalization strategies, place branding, and digital places, among others. This book is an excellent resource for academics and professionals looking to understand the strategic role of brands and their origin in international market entry, helping readers make informed decisions on market entry strategies and branding that will ultimately improve their performance and success in global markets.
Author: Isaac Cheah Publisher: Routledge ISBN: 0429535651 Category : Business & Economics Languages : en Pages : 132
Book Description
This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.
Author: Noémie Dominguez Publisher: Emerald Group Publishing ISBN: 1787542793 Category : Business & Economics Languages : en Pages : 272
Book Description
This collective book offers a cross-country perspective on the internationalisation of small and medium-sized enterprises (SMEs). Scholars from prestigious institutions in Europe, North America, Australia and China provide new insights on how SMEs develop and perform their international activities.
Author: Ulrike Imme
Author: Ulrike Imme
Author: G. Bertoli
Author: Giovanna Pegan
Author: Nicolas Papadopoulos
Author: Simon Roder
Author: Philip Kotler
Author: Anna Grudecka
Author: Silva, Carlos Francisco e
Author: Isaac Cheah
Author: Noémie Dominguez