International Marketing Strategy [electronic resource] : The Country of Origin Effect on Decision-Making in Practice

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Tác giả: Patrizia de Luca, Giovanna Pegan, Donata Vianelli

Ngôn ngữ: eng

ISBN-13: 978-3030335878

ISBN-13: 978-3030335885

ISBN-13: 978-3030335892

ISBN-13: 978-3030335908

Ký hiệu phân loại: 658.049 International enterprises

Thông tin xuất bản: Cham : Springer International Publishing : Imprint: Springer, 2020.

Mô tả vật lý: XIII, 188 p. 29 illus., 13 illus. in color. , online resource.

Bộ sưu tập: Khoa học ứng dụng

ID: 158053

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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