Decision support for global marketing strategies: the effect of country of origin on product evaluation

Two multinational retail firms, IKEA and Wal-Mart, illuminate the implications of a new era of labor standards—focused on the transnational firm. Global labor standards are increasingly enforced through transnational corporation (TNC) adherence to voluntary codes rather than through national labor regulation. Nonetheless, privatized labor-standards regimes within TNCs continue to be influenced by the national market governance framework in the TNC country of origin. Although, in principle, labor standards are arrived at through global political processes, in practice they are applied in conjunction with TNC production and marketing strategies. The way in which corporate objectives intersect with labor practices is different from one TNC to another, depending in large part on political and regulatory influences in the country of origin of a particular TNC.

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Introduction to the Country of Origin Effect in International Marketing Strategies

International Series in Advanced Management Studies - International Marketing Strategy ◽

10.1007/978-3-030-33588-5_1 ◽

2019 ◽

pp. 1-21

Author(s):

Giovanna Pegan ◽

Donata Vianelli ◽

Patrizia de Luca

Keyword(s):

International Marketing ◽

Country Of Origin ◽

Marketing Strategies ◽

Origin Effect

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INTEGRATING THE IMPACT OF COUNTRY OF ORIGIN (COC) AND CONSUMER ETHNOCENTRISM (CE) ON GLOBAL MARKETING (GM) AND GROWING CONSUMER TRENDS (GCT) EVIDENCES FROM PHARMACEUTICAL INDUSTRIES IN INDONES

Journal of Management and Business Review ◽

10.34149/jmbr.v11i1.57 ◽

2017 ◽

Vol 11 (1) ◽

Author(s):

Kardison Lumban Batu

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Country Of Origin ◽

Equation Modeling ◽

Global Marketing ◽

Consumer Ethnocentrism ◽

Independent Variables ◽

Pharmaceutical Industries ◽

The Impact

The current research is empirically investigated the impact of country of origin and consumer ethnocentrism on growing customer trend directly also through global marketing as mediating variable. It is also assessed the impact of global marketing on growing consumer trend. By deploying Structural Equation Modeling with AMOS, three independent variables were analyzed, country of origin (CoC), global marketing (GM), consumer ethnocentrism (CE) and growing consumer trend (GCT) as dependent variable. The findings showed that both country of origin (CoC) and consumer ethnocentrism (CE) have significant effect on global marketing (GM) as well as on growing consumer trend (GCT). Further, global marketing (GM) successfully mediated and showed significant effect of both country of origin and consumer ethnocentrism. Finally global marketing has significant impact on growing consume trend.

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Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic

Revista de Administração Contemporânea ◽

10.1590/1982-7849rac2021200216.en ◽

2021 ◽

Vol 25 (spe) ◽

Author(s):

Luíza Fonseca ◽

Angela da Rocha

Keyword(s):

International Marketing ◽

Country Of Origin ◽

Marketing Strategies ◽

Top Management ◽

Small Companies ◽

International Expansion ◽

Teaching Case ◽

Global Expansion ◽

Consumer Animosity ◽

Communication Processes

ABSTRACT This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries’ preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future.

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