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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.
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International Series in Advanced Management Studies Giovanna Pegan Donata Vianelli Patrizia de Luca International Marketing Strategy The Country of Origin Effect on Decision-Making in Practice International Series in Advanced Management Studies Editor-in-Chief Alberto Pastore, Sapienza University of Rome, Rome, Italy Series Editors Giovanni Battista Dagnino, University of Rome LUMSA, Palermo, Italy Marco Frey, Sant’Anna School of Advanced Studies, Pisa, Italy Christian Grönroos, Hanken School of Economics, Helsinki, Finland Michael Haenlein, ESCP Europe, Paris, France Charles F. Hofacker, Florida State University, Tallahassee, FL, USA Anne Huff, Maynooth University, Maynooth, Ireland Morten Huse, BI Norwegian Business School, Oslo, Norway Gennaro Iasevoli, Lumsa University, Rome, Italy Andrea Moretti, University of Udine, Udine, Italy Fabio Musso, University of Urbino, Urbino, Italy Mustafa Ozbilgin, Brunel University London, Uxbridge, UK Paolo Stampacchia, University of Naples Federico II, Naples, Italy Luca Zanderighi, University of Milan, Milan, Italy Assistant Editor Michela Matarazzo, Marconi University, Rome, Italy More information about this series at http://www.springer.com/series/15195 Giovanna Pegan • Donata Vianelli • Patrizia de Luca International Marketing Strategy The Country of Origin Effect on Decision-Making in Practice Giovanna Pegan Department of Economics, Business, Mathematics and Statistics University of Trieste Trieste, Italy Donata Vianelli Department of Economics, Business, Mathematics and Statistics University of Trieste Trieste, Italy Patrizia de Luca Department of Economics, Business, Mathematics and Statistics University of Trieste Trieste, Italy ISSN 2366-8814 ISSN 2366-8822 (electronic) International Series in Advanced Management Studies ISBN 978-3-030-33587-8 ISBN 978-3-030-33588-5 (eBook) https://doi.org/10.1007/978-3-030-33588-5 © Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to