International Marketing and Communication

Country of Origin

... 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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Details

• Hochschule: Nottingham Trent University
• Veranstaltung: International Marketing and Communication
• Note: 80% very good
• Autor: Artur Gleyberman (Autor:in)
• Erscheinungsjahr: 2009
• Seiten: 10
• Katalognummer: V141898
• ISBN (eBook): 9783640508716
• ISBN (Buch): 9783640508945
• Sprache: Englisch
• Schlagworte: International Marketing and Communication Country of Origin Critical Evaluation Brands Cateora and Graham stereotypes Doole and Lowe intrinsic and extrinsic cues Levitt generalizations association Ethnocentrism Bruning reverse ethnocentrism consumer behaviour hybrid products multinational origin homogenizing modernity