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 7: Country of origin effect, brand image and retail management for the exploitation of ‘Made in Italy’ in China

Tommaso Pucci, Christian Simoni and Lorenzo Zanni


Increasing globalization has characterized the world economy development since the end of the Second World War. Despite this, until the 1980s many goods were sold in the same country in which they had been produced (Srinivasan and Jain, 2003). The adoption of internationalization strategies, the development of new technologies that facilitate long distance communication, the agreements on trade liberalization, and the development of more modern infrastructures have thus allowed the development of global brands and the possibility for companies to design new products in a certain country and then manufacture them elsewhere. The first scholar to introduce the concept of country of origin (COO) was Ernest Dichter. In his article ‘The world customer’ (1962), he highlighted the importance of ‘made in’ as an essential information cue in the consumers’ product evaluation process (Bloemer et al., 2009). The studies on country of origin have been increasing since the 1970s, but it is only from the mid-80s that they coagulated into a solid body of literature (Papadopoulos and Heslop, 2002).

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