| 书目名称 | International Marketing Strategy |
| 副标题 | The Country of Origi |
| 编辑 | Giovanna Pegan,Donata Vianelli,Patrizia de Luca |
| 视频video | |
| 概述 | Integrates the debate about the country of origin effect giving voice to companies, international importers and retailers.Presents the constraints of companies in enhancing the value of the country of |
| 丛书名称 | International Series in Advanced Management Studies |
| 图书封面 |  |
| 描述 | 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.. |
| 出版日期 | Book 2020 |
| 关键词 | Business effects of country-of-origin; International business interviews; Business development in fore |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-030-33588-5 |
| isbn_softcover | 978-3-030-33590-8 |
| isbn_ebook | 978-3-030-33588-5Series ISSN 2366-8814 Series E-ISSN 2366-8822 |
| issn_series | 2366-8814 |
| copyright | Springer Nature Switzerland AG 2020 |
发表于 2025-3-21 18:39:23
