International Marketing and the Country of Origin Effect
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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.
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Chapter 6: Distribution channel governance and value of ‘Made in Italy’ products in the Chinese market

Donata Vianelli, Patrizia de Luca and Guido Bortoluzzi


The country of origin advantage is not sufficient for success in foreign markets if the governance of distribution channels is weak. A company’s strategy to leverage the country of origin of a product (or company) in international markets must take into consideration the role of distributors in order to deliver part of the value that is embedded in the given product or brand to final consumers. The present research aims to analyse the degree of control exerted on distribution channels by small and medium-sized Italian companies entering the Chinese market. All selected companies (a total of 71) considered belong to the furniture, food and fashion industries: sectors in which Italian companies typically leverage the Made in Italy effect and where the role of the foreign distributor is significant to strengthen the positive value of the country of origin effect. An online self-administered questionnaire was used to collect results.

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