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.


Giuseppe Bertoli and Riccardo Resciniti

Subjects: business and management, international business, marketing


We can almost say that there are no companies that are not carrying out or planning a strategy of international growth, and those few are nevertheless obliged to suffer foreign competition in their home markets. The main reasons for the growing importance of internationalization are well known: economic globalization; the saturation of western markets; the rise of the new economic powers (first China and India, but also Brazil, Russia, the Arab countries, and South Africa); the progress of technologies in transportations and communications; and the increasing international articulation of value chains. The extent of this phenomenon has not been demonstrated in statistical data, because it is not only related to import/export and foreign direct investment flows, but also to all the corporate capabilities (from operations to marketing, from finance to research and development (R & D), from human resources (HR) to logistics and supply chain management). Moreover, the qualitative aspect of the phenomenon – the strategic relevance of foreign operations, the organizational articulation of foreign activities, the quality of knowledge acquired abroad, the importance of international relationships (even the ones not formalized by agreements) – evades statistics. Generally, statistics cannot capture the change of perspective in business choices, because of the priority gained by the international scenario.