Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives
- 6h 32m
- Anna Grudecka, Marzanna K. Witek-Hajduk
- Taylor and Francis
- 2024
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.
About the Author
Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.
Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.
In this Book
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Country-of-Origin as a Challenge in International Business—The Strategic Perspectives of Companies from Developed vs. Emerging Markets
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Managing Country-of-Origin Effect Through Public-Private Cooperation—A Review of International Practices
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Approach to the Country-of-Origin in the Context of Corporate Responsibility and Sustainability
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Rebranding and Country-of-Origin Effect
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Communicating the Country-of-Origin in Advertising—Semiotic Persuasion
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Linking Agri-Food Products with Their Origin—How Can Establishing a Geographical Indication Benefit EU Food Producers and Exporters?
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Legal Pitfalls of Country- of-Origin Determination
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Haute Couture, Versace Law, “Made-in Germany” and “Made-in Poland” – A Legal Comparative Perspective on Edging out the Competition with Brand Origin
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Country-of-Origin Effect as a Challenge in International Business – A Perspective of Consumers from Developed vs. Emerging Markets
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The Impact of Country-of-Origin on Consumers' Perception of Luxury Goods
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The Impact of Country-of-Origin and Region-of-Origin on the Evaluation and Pricing of Food Products. The Role of Consumer Ethnocentrism
