International Marketing and Communication: Country of Origin
Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 80% very good, Nottingham Trent University, course: International Marketing and Communication, language: English, abstract: ... Branding, packaging, advertising, corporate reputation and country of origin are the main managerial tools of marketing which can serve as the most powerful form of differentiation (Levitt, 1986:75). Although Country of Origin can have different meanings, all of them reflect the dynamic of the global business development with all its implications on countries, companies and consumers. This essay critically evaluates the COO‟s role for consumers and illustrates how it is used by companies to manage the image of their products. This paper explains how COO works, what role it plays for consumers, what are its limitations in the new global environment and what is the use of the COO concept as a marketing tool for image management. ...
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air carriers air travel Available Balabanis Batra brand equity brand name Bruning buy cars buyer's Canadian Cateora and Graham Chattalas companies component of COO consumer's consumers context COO effect corporate reputation country of manufacture Country of Origin Critical Evaluation DERXW developing countries differentiation Doole Emerald Database accessed essays Essoussi ethnocentrism expand globally Extrinsic cues fixed local preferences FRQVXPHUV LQ German cars GHVLJQ global firms global standardisation globalisation of markets GRIN Hofstede hybrid products ibid impact of national Ingroups International Business Studies International Marketing Review intrinsic Japanese Journal of International Leong Levitt LQ HPHUJLQJ market segments Marketing and Communication marketing strategy Merunka multinational Nakayama National identity national loyalty national stereotypes OLNH origin effect outgroup favouritism place of origin prefer to buy Publishing purchase decision rational reasoning Research RI WKH risk SDUW RI speciality segments SURGXFW SXUFKDVH tastes and preferences Verlegh warranty www.GRIN.com Yasin