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Summary:

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 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.

Table of Contents:

• pt. 1. The studies about the country of origin effect
• pt. 2. The impact of the country of origin effect
• pt. 3. The tools to exploit the country of origin effect.

Contributors:

Bertoli, G. (Giuseppe)

Resciniti, Riccardo

Languages:

English

Language Notes:

Item content: English

Subjects:

Export marketing — Italy

Marks of origin — Italy

Export marketing

Marks of origin

Italy

General Notes:

Includes bibliographical references and index.

Physical Description:

1 online resource (xiv, 202 pages) : illustrations

Digital Characteristics:

text file

Call Numbers:

HF1416.6.I8 I58 2012eb

ISBNs:

9781781955611 (e-book)

Library of Congress Control Numbers:

2012947120

OCLC Numbers:

831118615

Other Control Numbers:

[Unknown Type]: eep9781781955611