Article2000

Integrating country of origin into global marketing strategy

Irvine Clarke · Margaret Owens · John B. Ford

54 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Intellectual Property Law

Abstract

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in providing international strategists meaningful aids for obtaining wanted “made in” designations. Therefore, this study provides an examination of the four major legal tests (name, character and use; essence; value added; and article of commerce) which constitute the US marking statutes. Explanations of the tests, with practical examples, are provided to enhance marketing practitioners’ abilities for integrating country‐of‐origin markings into overall global strategic design.

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References

1982Country-of-Origin Effects on Product Evaluations 1989Country Image: Halo or Summary Construct?1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1988Country-of-Origin Effects for Uni-National and Bi-National Products 1989Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective 1985Assessing the Impact of Country of Origin on Product Evaluations: A New Methodological Perspective 1984Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects 1998Country of origin effects: a literature review

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