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International Marketing Strategy by Giovanna Pegan
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International Marketing Strategy

The Country of Origin Effect on Decision-Making in Practice
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Description

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.

Author Biography:

Giovanna Pegan is Associate Professor of Marketing and Management at the University of Trieste (Italy), where she teaches consumer behavior, business communication and consumer psychology. She is the author or co-author of numerous national and international publications, and her research focuses on sustainable consumption, marketing innovation and the country of origin effect on international distribution channels. Donata Vianelli is Full Professor of Marketing and Management at the University of Trieste (Italy), where she teaches international marketing and business management. She has authored more than a hundred publications on global distribution and cross-cultural consumer behavior with a focus on Europe, US and Asia. Patrizia de Luca is Associate Professor of Marketing and Management at the University of Trieste (Italy) where she teaches marketing and marketing research. She is the author or co-author of books, chapters and articles in national and international publications. Her research interests concern marketing channels and innovation, with particular attention to the experiental and sustainable perspective. 
Release date NZ
December 6th, 2020
Audience
  • Professional & Vocational
Edition
1st ed. 2020
Illustrations
13 Illustrations, color; 16 Illustrations, black and white; XIII, 188 p. 29 illus., 13 illus. in color.
Pages
188
ISBN-13
9783030335908
Product ID
34209923

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