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.

Chapter 5: What is the link between ‘Made in’ and corporate social responsibility in SMEs? The value of socially oriented behavior in ‘hostile’ territories

Alessandra De Chiara

Subjects: business and management, international business, marketing

Extract

The image of the area is undoubtedly an important determinant in its prosperity, attracting capital and foreign investors, but at the same time it conveys the image of companies located there. In recent times, the Italian territory has not enjoyed a good reputation. The economic and political crisis, and the not exactly inspiring personal stories of the primary institutional partners, have all deeply undermined its image. If the land is not attractive all businesses are affected, but particularly those who have used the territory from which they come, and the value of ‘Made in’, to open up business opportunities in foreign markets. In this chapter the author analyses the relationship between corporate social responsibility (CSR) and ‘Made in’ in small and medium-sized enterprises (SMEs), adding depth to a topic already addressed from other angles by this author (De Chiara 2009, 2012), with a view to recording the importance of the territorial factor and of its image for the international competitiveness of SMEs, while at the same time identifying the need for CSR in the event of a loss of value of ‘Made in’.

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