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© 2020

International Marketing Strategy

The Country of Origin Effect on Decision-Making in Practice

Book

Part of the International Series in Advanced Management Studies book series (ISAMS)

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Giovanna Pegan, Donata Vianelli, Patrizia de Luca
    Pages 1-21
  3. Giovanna Pegan, Donata Vianelli, Patrizia de Luca
    Pages 23-38
  4. Giovanna Pegan, Donata Vianelli, Patrizia de Luca
    Pages 39-73
  5. Giovanna Pegan, Donata Vianelli, Patrizia de Luca
    Pages 119-148
  6. Giovanna Pegan, Donata Vianelli, Patrizia de Luca
    Pages 149-180
  7. Giovanna Pegan, Donata Vianelli, Patrizia de Luca
    Pages 181-188

About this book

Introduction

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.

Keywords

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

Authors and affiliations

  1. 1.Department of Economics, Business, Mathematics and StatisticsUniversity of TriesteTriesteItaly
  2. 2.Department of Economics, Business, Mathematics and StatisticsUniversity of TriesteTriesteItaly
  3. 3.Department of Economics, Business, Mathematics and StatisticsUniversity of TriesteTriesteItaly

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. 



Bibliographic information

  • Book Title International Marketing Strategy
  • Book Subtitle The Country of Origin Effect on Decision-Making in Practice
  • Authors Giovanna Pegan
    Donata Vianelli
    Patrizia de Luca
  • Series Title International Series in Advanced Management Studies
  • Series Abbreviated Title International Series in Advanced Management Studies
  • DOI https://doi.org/10.1007/978-3-030-33588-5
  • Copyright Information Springer Nature Switzerland AG 2020
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-030-33587-8
  • Softcover ISBN 978-3-030-33590-8
  • eBook ISBN 978-3-030-33588-5
  • Series ISSN 2366-8814
  • Series E-ISSN 2366-8822
  • Edition Number 1
  • Number of Pages XIII, 188
  • Number of Illustrations 16 b/w illustrations, 13 illustrations in colour
  • Topics International Business
    Market Research/Competitive Intelligence
    Business Strategy/Leadership
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking