Country-of-Origin Effects and Competitive Advantage

The Role of a Country's Image with Respect to the Positioning Process of International Firms within the Framework of Global Marketing Strategies

Business & Finance, Management & Leadership, Management
Cover of the book Country-of-Origin Effects and Competitive Advantage by Corinna Nefzger, Philip Sipos, GRIN Publishing
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Author: Corinna Nefzger, Philip Sipos ISBN: 9783656009245
Publisher: GRIN Publishing Publication: September 16, 2011
Imprint: GRIN Publishing Language: English
Author: Corinna Nefzger, Philip Sipos
ISBN: 9783656009245
Publisher: GRIN Publishing
Publication: September 16, 2011
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Hohenheim (Lehrstuhl für Unternehmensführung), course: Seminar Marketing und Management-Insights, language: English, abstract: Im Rahmen dieser Arbeit werden Country-of-Origin und Country Image Effekte mit der Zielsetzung, Implikationen für internationale Marketingstrategien abzuleiten, untersucht. Hierfür werden zunächst Konzeptualisierung und Operationalsierung der betreffenden Konstrukte auf Basis einer fundierten Literaturanalyse die vorgenom-men. Im Weiteren wird der Einfluss des Country-of-Origin wie auch des Coun-try Image auf das Konsumentenverhalten untersucht. Dazu wird neben konventionellen Ansätzen wie Kategorisierung und Ethnozentrismus eine neue, ergänzende Sicht-weise beleuchtet. Insofern lässt sich abschließend die Relevanz des Länderimage für internationale Marketingstrategien aufzeigen, da es sich weiterhin um ein breit diskutiertes Konstrukt handelt, welches künftiger Forschungsaktivitäten bedarf. This paper analyses the concept of Country-of-Origin and Country Image with the purpose of highlighting implications for international marketing strategies. This is done by presenting an overview of the conceptual background of the two concepts, their influence on consumer behaviour as well as by discussing an integrative framework for their conceptualisation and operationalisation. After emphasising that these concepts indeed have an impact on product evaluations, their relevance for international marketing strategies is assessed. Conventional approaches such as categorisation and ethnocentrism that tend to bias Country-of-Origin effects will be complemented by a brand-new one. Thus, it is argued that Country Image is still a disputed issue and that there is need for further research on this construct.

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Seminar paper from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Hohenheim (Lehrstuhl für Unternehmensführung), course: Seminar Marketing und Management-Insights, language: English, abstract: Im Rahmen dieser Arbeit werden Country-of-Origin und Country Image Effekte mit der Zielsetzung, Implikationen für internationale Marketingstrategien abzuleiten, untersucht. Hierfür werden zunächst Konzeptualisierung und Operationalsierung der betreffenden Konstrukte auf Basis einer fundierten Literaturanalyse die vorgenom-men. Im Weiteren wird der Einfluss des Country-of-Origin wie auch des Coun-try Image auf das Konsumentenverhalten untersucht. Dazu wird neben konventionellen Ansätzen wie Kategorisierung und Ethnozentrismus eine neue, ergänzende Sicht-weise beleuchtet. Insofern lässt sich abschließend die Relevanz des Länderimage für internationale Marketingstrategien aufzeigen, da es sich weiterhin um ein breit diskutiertes Konstrukt handelt, welches künftiger Forschungsaktivitäten bedarf. This paper analyses the concept of Country-of-Origin and Country Image with the purpose of highlighting implications for international marketing strategies. This is done by presenting an overview of the conceptual background of the two concepts, their influence on consumer behaviour as well as by discussing an integrative framework for their conceptualisation and operationalisation. After emphasising that these concepts indeed have an impact on product evaluations, their relevance for international marketing strategies is assessed. Conventional approaches such as categorisation and ethnocentrism that tend to bias Country-of-Origin effects will be complemented by a brand-new one. Thus, it is argued that Country Image is still a disputed issue and that there is need for further research on this construct.

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