LEADER 04189nam 22006975 450 001 9910367256503321 005 20240708151708.0 010 $a3-030-33588-7 024 7 $a10.1007/978-3-030-33588-5 035 $a(CKB)4100000009940131 035 $a(MiAaPQ)EBC5986152 035 $a(DE-He213)978-3-030-33588-5 035 $a(PPN)252742699 035 $a(EXLCZ)994100000009940131 100 $a20191126d2020 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aInternational Marketing Strategy $eThe Country of Origin Effect on Decision-Making in Practice /$fby Giovanna Pegan, Donata Vianelli, Patrizia de Luca 205 $a1st ed. 2020. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2020. 215 $a1 online resource (195 pages) 225 1 $aInternational Series in Advanced Management Studies,$x2366-8814 311 $a3-030-33587-9 327 $aIntroduction -- Strategic Entry Modes and Country of Origin Effect -- Country-of-Origin Valorization in Exporting: Insights from Companies and Foreign Importers -- Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives -- From Country-of-Oriigin Effect to Brand Origin: Challenges in International Direct Marketing Channels -- The Role of Country of Origin in Foreign Retailers' Strategies -- Online Channels and the Country of Origin -- Conclusion. . 330 $aConsumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers? assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers. 410 0$aInternational Series in Advanced Management Studies,$x2366-8814 606 $aInternational business enterprises 606 $aMarket research 606 $aLeadership 606 $aInternational Business$3https://scigraph.springernature.com/ontologies/product-market-codes/525000 606 $aMarket Research/Competitive Intelligence$3https://scigraph.springernature.com/ontologies/product-market-codes/513030 606 $aBusiness Strategy/Leadership$3https://scigraph.springernature.com/ontologies/product-market-codes/515010 606 $aMàrqueting internacional$2thub 606 $aEmpreses multinacionals$2thub 606 $aRecerca industrial$2thub 606 $aEstudis de mercat$2thub 608 $aLlibres electrònics$2thub 615 0$aInternational business enterprises. 615 0$aMarket research. 615 0$aLeadership. 615 14$aInternational Business. 615 24$aMarket Research/Competitive Intelligence. 615 24$aBusiness Strategy/Leadership. 615 7$aMàrqueting internacional 615 7$aEmpreses multinacionals 615 7$aRecerca industrial 615 7$aEstudis de mercat 676 $a658.8 700 $aPegan$b Giovanna$4aut$4http://id.loc.gov/vocabulary/relators/aut$0634265 702 $aVianelli$b Donata$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $ade Luca$b Patrizia$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910367256503321 996 $aInternational Marketing Strategy$92169272 997 $aUNINA