Sell the Country, Sell the Product! (The Role of Country of Origin Effect in the Global Competition)
AbstractThe judgement of products and brands on the world market is in close correlation with the fact where do they come from. The marketing literature defines this as “country of origin effect”, but many experts use the „made in marketing” or the „made in label” terms too. We can read countless “everyday stories” about the strong effect of COO but the connection between scientific theory and practice is quite far from each other. In my article; therefore, first of all I am going to examine the different concepts of image to outline the essence of country of origin effect in an easily understandable way. After that I point out that we have to develop the image of our country and of our products step by step. First of all Hungarian products must have a good reputation in Hungary, secondly in the Central-East European region, then in Europe as a whole and just after that in the other parts of the world. To show all this, I will use the research of the Hungarian Gallup Organization. As we will see, the image of our products is not as bad, as we many times believe.
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This chapter was published in: György Kadocsa (ed.) , , pages 139-156, 2005.
This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings-3rd International Conference on Management, Enterprise and Benchmarking (MEB 2005) with number 139-156.
country of origin effect; country image; country branding; marketing strategy;
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- Johny K Johansson & Ilkka A Ronkainen & Michael R Czinkota, 1994. "Negative Country-of-Origin Effects: The Case of the New Russia," Journal of International Business Studies, Palgrave Macmillan, vol. 25(1), pages 157-176, March.
- Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan, vol. 23(3), pages 477-497, September.
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