Country Of Origin Effects As Key Success Factor For Marketing Strategies

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Country Of Origin Effects As Key Success Factor For Marketing Strategies

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Author : Ulrike Imme
language : en
Publisher: GRIN Verlag
Release Date : 2018-04-20

Country Of Origin Effects As Key Success Factor For Marketing Strategies written by Ulrike Imme and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-20 with Business & Economics categories.

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.

International Marketing And The Country Of Origin Effect

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Author : G. Bertoli
language : en
Publisher: Edward Elgar Publishing
Release Date : 2013-01-01

International Marketing And The Country Of Origin Effect written by G. Bertoli and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-01 with Business & Economics categories.

'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.

International Marketing Strategy

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Author : Giovanna Pegan
language : en
Publisher: Springer Nature
Release Date : 2019-11-26

International Marketing Strategy written by Giovanna Pegan and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-26 with Business & Economics categories.

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.

Product Country Images

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Author : Nicolas Papadopoulos
language : en
Publisher: Routledge
Release Date : 2014-05-01

Product Country Images written by Nicolas Papadopoulos and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-01 with Business & Economics categories.

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.

Origin And Branding In International Market Entry Processes

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Author : Silva, Carlos Francisco e
language : en
Publisher: IGI Global
Release Date : 2023-09-07

Origin And Branding In International Market Entry Processes written by Silva, Carlos Francisco e and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-07 with Business & Economics categories.

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.

Country Of Origin Effect

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Author : Isaac Cheah
language : en
Publisher: Routledge
Release Date : 2020-06-29

Country Of Origin Effect written by Isaac Cheah and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-29 with Business & Economics categories.

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.

Innovation Internationalization And Entrepreneurship

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Author : Renata Korsakienė
language : en
Publisher: MDPI
Release Date : 2021-08-17

Innovation Internationalization And Entrepreneurship written by Renata Korsakienė and has been published by MDPI this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-17 with Business & Economics categories.

Over the past years, businesses have had to tackle the issues caused by numerous forces from political, technological and societal environment. The changes in the global market and increasing uncertainty require us to focus on disruptive innovations and to investigate this phenomenon from different perspectives. The benefits of innovations are related to lower costs, improved efficiency, reduced risk, and better response to the customers’ needs due to new products, services or processes. On the other hand, new business models expose various risks, such as cyber risks, operational risks, regulatory risks, and others. Therefore, we believe that the entrepreneurial behavior and global mindset of decision-makers significantly contribute to the development of innovations, which benefit by closing the prevailing gap between developed and developing countries. Thus, this Special Issue contributes to closing the research gap in the literature by providing a platform for a scientific debate on innovation, internationalization and entrepreneurship, which would facilitate improving the resilience of businesses to future disruptions.

Marketing

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Author : Paul Baines
language : en
Publisher: Oxford University Press
Release Date : 2022

Marketing written by Paul Baines and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with Marketing categories.

How does Google support organizations in their transformation to digital marketing?How does the International Food Waste Coalition influence more sustainable behaviour?How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19?With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society.Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation. Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view intothe fascinating worlds of marketing professionals. Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley and Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry.Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail, and encouraging them to engage critically with the theory. New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting theopportunity for students to take their learning further.An exciting development for this new edition, the enhanced e-book offers an even more flexible and engaging way to learn. It features a select range of embedded, digital resources designed to stimulate, assess, and consolidate learning, including practitioner videos to offer further glimpses intothe professional world, multiple-choice questions after each key section of the chapter to offer regular revison and understanding checkpoints, and a flashcard glossary at the end of each chapter to test retention of key terms and concepts.Marketing is the complete package for any introductory marketing module.This book is accompanied by the following online resources.For everyone:Bank of case studiesPractitioner insight videosCareer insight videosLibrary of video linksFor students:Key concept videosAuthor audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:PowerPoint slidesTest bankEssay questionsTutorial activitiesDiscussion question pointersFigures and tables from the book

Perspectives In Marketing Innovation And Strategy

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Author : Philip Kotler
language : en
Publisher: Taylor & Francis
Release Date : 2023-09-29

Perspectives In Marketing Innovation And Strategy written by Philip Kotler and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-29 with Business & Economics categories.

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.

The Global Factory

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Author : Peter J. Buckley
language : en
Publisher: Edward Elgar Publishing
Release Date : 2018

The Global Factory written by Peter J. Buckley and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.

This key new book synthesises Peter Buckley's work on ‘the global factory’ – the modern networked multinational enterprise. The role of interfirm networks, entrepreneurship and cooperation in the creation and management of global factories leads to a discussion of their governance, internal knowledge transfer strategies and performance, including their role in potentially combating societal failures. Emerging country multinationals are examined as a special case of global factories with a focus on Indian and Chinese multinationals, their involvement in tax havens and offshore financial centres, the performance and processes of their acquisition strategies – all seen as key aspects of globalisation.