International Marketing and the Country of Origin Effect

International Marketing and the Country of Origin Effect

The Global Impact of ‘Made in Italy’

Edited by Giuseppe Bertoli and Riccardo Resciniti

The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; ‘made-in topics’ in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts.

Copyright

Edited by Giuseppe Bertoli and Riccardo Resciniti

Subjects: business and management, international business, marketing

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