Country-of-Origin Effect in International Business: Strategic and Consumer Perspectives

The country-of-origin (COO) and the country-of-origin effect (COE) continue to be significant challenges for consumers, companies, and brands in contemporary international business, as highlighted in this edited book. It offers a multifaceted approach to COO and COE, exploring communication/neutralization, economic and legal issues, semiotic and anthropological aspects, and the impact on consumer behavior. The book is primarily aimed at the academic community in international marketing, international business, and consumer behavior.

Format: Hardback
Length: 270 pages
Publication date: 24 October 2023
Publisher: Taylor & Francis Ltd

The global economy is witnessing a surge in firm internationalization and international sourcing, leading to an increase in the production of hybrid products. This raises the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still hold significant importance in contemporary international business. This book aims to shed light on various aspects of COO, its dimensions, and the challenges it presents to consumers, companies, and brands, regardless of their geographical location, including emerging and developing countries as well as developed ones.

This edited book provides a comprehensive exploration of COO and COE. It delves into communication/neutralization strategies, economic and legal considerations, as well as the semiotic and anthropological aspects of COO communication in advertising. The book also examines the impact of COO on consumer behavior, particularly in the luxury goods market, and the role of consumer ethnocentrism. Taking a novel and interdisciplinary approach, the book covers a wide range of topics related to COO, its implications for international business, theoretical developments in this field, and empirical evidence provided by scholars from diverse scientific disciplines.

The primary target audience of this book is the academic community, including academics, scholars, and upper-level students specializing in international marketing, international business, and consumer behavior.

Weight: 680g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032537870