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Managing country-of-origin choices: competitive advantages and opportunities


  • Brodowsky, Glen H.
  • Tan, Justin
  • Meilich, Ofer


This study investigates the effects of country-of-design/country-of-assembly combinations on consumers' evaluative beliefs about and attitudes toward buying automobiles. The effects are compared across groups of consumers differing with respect to levels of consumer ethnocentrism. Two design countries and two assembly countries (Japan or US) were considered, yielding four possible design-country/assembly-country combinations. The results suggest that manufacturing products in the country in which they are sold not only provides closer access to the market, but also allows multinational manufacturers to 'blur the boundaries' regarding a potentially sensitive country-of-origin issue among highly ethnocentric consumers. At the same time, they can leverage their country-brand images to appeal to those customers who recognize a particular country's ability to design high quality cars, regardless of their country of assembly.

Suggested Citation

  • Brodowsky, Glen H. & Tan, Justin & Meilich, Ofer, 2004. "Managing country-of-origin choices: competitive advantages and opportunities," International Business Review, Elsevier, vol. 13(6), pages 729-748, December.
  • Handle: RePEc:eee:iburev:v:13:y:2004:i:6:p:729-748

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    References listed on IDEAS

    1. Johny K Johansson & Israel D Nebenzahl, 1986. "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(3), pages 101-126, September.
    2. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
    3. Robert Schooler, 1971. "Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 2(1), pages 71-80, March.
    4. Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
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    Cited by:

    1. Chaney, Isabella & Gamble, Jos, 2008. "Retail store ownership influences on Chinese consumers," International Business Review, Elsevier, vol. 17(2), pages 170-183, April.
    2. Elif Eroglu Hall & Nurdan Sevim, 2015. "Role of Demographics and Generations on Consumer Ethnocentrism of Turkish Immigrants in Germany," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(9), pages 65-76, September.
    3. Fernanda Lazzari & Luiz Antonio Slongo, 2015. "The Placebo Effect in Marketing: the Ability of Country of Origin to Modify Product Performance," Brazilian Business Review, Fucape Business School, vol. 12(5), pages 39-56, September.
    4. Ana Maria Parente Laverde, 2014. "Country of origin effect: the case of colombian automobile consumers," REVISTA CIENCIAS ESTRATÉGICAS, UNIVERSIDAD PONTIFICIA BOLIVARIANA, December.


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