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International Marketing Strategy

- The Country of Origin Effect on Decision-Making in Practice
Af: Donata Vianelli, Patrizia de Luca, Giovanna Pegan Engelsk Paperback

International Marketing Strategy

- The Country of Origin Effect on Decision-Making in Practice
Af: Donata Vianelli, Patrizia de Luca, Giovanna Pegan Engelsk Paperback
Tjek vores konkurrenters priser
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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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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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 188
ISBN-13: 9783030335908
Indbinding: Paperback
Udgave:
ISBN-10: 3030335909
Kategori: Markedsundersøgelser
Udg. Dato: 6 dec 2020
Længde: 0mm
Bredde: 155mm
Højde: 235mm
Forlag: Springer Nature Switzerland AG
Oplagsdato: 6 dec 2020
Forfatter(e): Donata Vianelli, Patrizia de Luca, Giovanna Pegan
Forfatter(e) Donata Vianelli, Patrizia de Luca, Giovanna Pegan

Kategori Markedsundersøgelser

ISBN-13 9783030335908

Sprog Engelsk

Indbinding Paperback

Sider 188

Udgave

Længde 0mm

Bredde 155mm

Højde 235mm

Udg. Dato 6 dec 2020

Oplagsdato 6 dec 2020

Forlag Springer Nature Switzerland AG

Kategori sammenhænge