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International Marketing and the Country of Origin Effect

The Global Impact of ‘Made in Italy’ Edited by Giuseppe Bertoli, Full Professor of Marketing, University of Brescia, Italy and Riccardo Resciniti, Full Professor of International Marketing, University of Sannio, Italy
The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; ‘made-in topics’ in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts.
Extent: 224 pp
Hardback Price: $120.00 Web: $108.00
Publication Date: 2013
ISBN: 978 1 78195 560 4
Availability: In Stock
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  • Business and Management
  • International Business
  • Marketing
The country of origin of goods and services can have positive or negative effect on customers’ intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets.

The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; ‘made-in topics’ in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts.

This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
‘The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.’
– Nicolas Papadopoulos, Carleton University, Canada
Contributors: B. Balboni, L. Battaglia, G. Bertoli, G. Bortoluzzi, T. Bursi, E. Cedrola, A. De Chiara, P. de Luca, A. De Nisco, B. Francioni, S. Grappi, G. Mainolfi, V. Marino, E. Martinelli, M. Matarazzo, F. Musso, M.R. Napolitano, A. Pagano, T. Pucci, R. Resciniti, C. Simoni, D. Vianelli, M. Vignola, L. Zanni
Contents:

Foreword
Nicolas Papadopoulos

Introduction
Giuseppe Bertoli and Riccardo Resciniti

PART I: THE STUDIES ABOUT THE COUNTRY OF ORIGIN EFFECT
1. Country of Origin Effect: Research Evolution, Basic Constructs and Firm Implications
Michela Matarazzo

PART II: THE IMPACT OF THE COUNTRY OF ORIGIN EFFECT
2. Italy’s Country Image and the Role of Ethnocentrism in Spanish and Chinese Consumers’ Perceptions
Tiziano Bursi, Bernardo Balboni, Silvia Grappi, Elisa Martinelli and Marina Vignola

3. Tourism Experience, Country Image and Post-visit Intentions: A Study on International Tourists in Italy
Alessandro De Nisco, Giada Mainolfi, Vittoria Marino and Maria Rosaria Napolitano

4. Italian Country Image: The Impact on Business Models and Relations in Chinese Business-to-Business Markets
Elena Cedrola and Loretta Battaglia

5. What is the Link between ‘Made in’ and Corporate Social Responsibility in SMEs? The Value of Socially Oriented Behavior in ‘Hostile’ Territories
Alessandra De Chiara

PART III: THE TOOLS TO EXPLOIT THE COUNTRY OF ORIGIN EFFECT
6. Distribution Channel Governance and Value of ‘Made in Italy’ Products in the Chinese Market
Donata Vianelli, Patrizia de Luca and Guido Bortoluzzi

7. Country of Origin Effect, Brand Image and Retail Management for the Exploitation of ‘Made in Italy’ in China
Tommaso Pucci, Christian Simoni and Lorenzo Zanni

8. The Role of Country of Origin in Supporting Export Consortia in Emerging Markets
Fabio Musso, Barbara Francioni and Alessandro Pagano

Index