Country-of-Origin Effect in International Business Strategic and Consumer Perspectives Routledge Studies in Marketing Series

Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.

This edited book offers a multifaceted approach to COO and COE. It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising. The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism. It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon and empirical evidence delivered by scholars representing different fields of science.

This book is addressed predominantly to the academic community ? academics, scholars and upper-level students ? in international marketing, international business and consumer behaviour.

List of Figures

List of Tables

Introduction: The country of origin (COO), country-of-origin (COO) dimensions, and country-of-origin effect (COE) – general overview and theoretical approaches

Marzanna K. Witek-Hajduk and Anna Grudecka

Part I: Country of origin in international business – a strategic perspective

1. Country of origin as a challenge in international business: The strategic perspectives of companies from developed vs emerging markets

Marzanna K. Witek-Hajduk

2. Managing country-of-origin effect through public-private cooperation: A review of international practices

Magdalena Florek and Marta Hereźniak

3. Approach to the country-of-origin in the context of corporate responsibility and sustainability

Anna Napiórkowska

4. Rebranding and country-of-origin effect

Natalia Wojciechowska

Part II: Country of origin in international business – economic and legal aspects

5. Communicating the country-of-origin in advertising: Semiotic persuasion

Ewa Szczęsna

6. Linking agri-food products with their origin: how can establishing a geographical indication benefit EU food producers and exporters?

Agnieszka Hajdukiewicz

7. Legal pitfalls of country-of-origin determination

Edyta Małecka-Ziembińska, Anna Siwiec and Beata Stępień

Part III: Country of origin effect in international business – a consumer perspective

8. Haute couture, Versace law, "made-in Germany" and "made-in Poland"

– a legal comparative perspective on edging out the competition with brand origin

Marlena Jankowska, Mirosław Pawełczyk and Justyna Kania

9. Country-of-origin effect as a challenge in international business – a perspective of consumers from developed vs. emerging markets

Anna Grudecka

10. The impact of COO on consumers' perception of luxury goods

Beata Stępień

11. The impact of country-of-origin and region-of-origin on the evaluation and pricing of food products. The role of consumer ethnocentrism

Jarosław Górski, Magdalena Brzozowicz and Karolina Jończyk

Index

Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.

Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.