International Marketing Strategy

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Sprache: Englisch

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Beschreibung

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.

Über den Autor

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.

Zusammenfassung

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 origin with several international marketing channels

Investigates business challenges towards appropriating the value of the country of origin

Inhaltsverzeichnis

Introduction.- 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.

Details

Erscheinungsjahr:	2020
Fachbereich:	Wirtschaft International
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	xiii 188 S. 16 s/w Illustr. 13 farbige Illustr. 188 p. 29 illus. 13 illus. in color.
ISBN-13:	9783030335908
ISBN-10:	3030335909
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Pegan, Giovanna De Luca, Patrizia Vianelli, Donata
Auflage:	1st edition 2020
Hersteller:	Springer International Publishing
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	235 x 155 x 12 mm
Von/Mit:	Giovanna Pegan (u. a.)
Erscheinungsdatum:	06.12.2020
Gewicht:	0,318 kg

Artikel-ID: 119294731