Preview

How Country of Origin Image Can Affect International Business Success and Further Internatinal Expansion.

Powerful Essays
Open Document
Open Document
1769 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
How Country of Origin Image Can Affect International Business Success and Further Internatinal Expansion.
Country-of-origin in business term means the original country of products or companies. This is identifying through its image toward their customers in different culture-environment. The content would describe the country-of-origin image’s definition. Then, it would lead on possible effects toward international business success and future expansion. During those titles, examples would be shown in particular cases along with factors that might affect on country-of-origin module.

Dictionary of Business said image is “general idea which the public has of a product or of a company; they are spending a lot of advertising money to improve the company’s image; the company has adopted a down-market image”. Country-of-origin image is defined in many terms as Wang and Lamb (1983), Johansson et al (1985), and Ozsomer and Cavusgil (1991) (cited Al-Sulaiti and Baker 1998; p.150).

According to Wang and Lamb (1983), country or origin effects are intangible barriers to enter new markets in the form of negative consumer bias toward imported products. Johansson et al. (1985) and Ozsomer and Cavusgil (1991) define country of origin as the country where corporate headquarters of the company marketing the product or brand is located.

Or as Nagashima (1970 cited Yasin et al 2007) said

…the picture, the reputation, the stereotype that businessman and consumers attach to products of a specific country. This image is created by variables such as representative products, national characteristics, economic and political background, history and traditions.

Nowadays globalization makes world connecting. Combined and linked each region together. Those give alternatives choices of products to consumers. Looking through consumers’ view, country-of-product’s origin (COO) might affect their decision above quality of products. Even though there are such a competition in that goods, its image still affect to purchasing decisions. According to Schooler (1965, 1971 cited Balabanis and



References: 4. image. (2001). In Dictionary of Business, Peter Collin Publishing. Retrieved October 23, 2007, from http://www.credoreference.com/979907 [Accessed 25 October]. 5. Javalgi, R.G., 2001. At your service! Does country of origin research apply to services?. Journal of Services Marketing, 15(7), 565-582. Available from: http://www.emerald-library.com/ft [Accessed 30 October 2007]. 10. Usunier, J.C., 2005. Marketing Across Cultures. Pearson Education. Available from: http://books.google.co.uk/books?id=TdkmgOu0SdUC&printsec=frontcover&dq=coo+image+effects [Accessed 7 November]. 11. Venture Republic, 2007. Made in China – Baggage or Blessing for Chinese Brands?. Available from www.venturerepublic.com/resources/China_strategy_China_brands_Made_in_China.asp [Accessed 7 November].

You May Also Find These Documents Helpful

  • Better Essays

    Athenos Hummus

    • 1772 Words
    • 8 Pages

    Fullerton (2010). Marketing through Sports Using Mainstream Strategies. (pp.60-91). International Edition. Sports Marketing. New York, NY: McGraw Hill.…

    • 1772 Words
    • 8 Pages
    Better Essays
  • Better Essays

    MRKG Case 1

    • 1744 Words
    • 5 Pages

    2. A. Such as McDonald’s and General Mills should change the colors of its logo or packaging depending on the country, because of their own cultures. For example, the yellow signifies happiness in the U.S., the color symbolizes sadness in Greece and jealousy in France. Likewise, when a company decides to do a business globally, they have to segment the market geographically and cater to the different target market’s needs and wants, not from the ones of the home country. The France’s McDonald website is different from America’s.…

    • 1744 Words
    • 5 Pages
    Better Essays
  • Satisfactory Essays

    * The company can gather huge amount of talent from all around the world, which might not find it the country of origin of the company.…

    • 1073 Words
    • 5 Pages
    Satisfactory Essays
  • Good Essays

    Miller asked a question in his text, The Dark Night of the Soul, which is asked on numerous occasions. ‘What might the Literate Arts be good for?’ Miller gives situations and reasons why we could say the Literate Arts are useless in today’s world. What might the Literate Arts be good for? I ask this question a lot nowadays too. When I go for an English class or see literary books, the question creeps into my mind unconsciously. In this modern world ‘reading and writing’ have gone downhill and yet people do not seem bothered or affected by it which makes the doubt in literary power even stronger. But after a lot of thinking and research, I have come to realize that literate arts are still needed in our world.…

    • 1224 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    This paper will discuss the implementation strategies to include factors influencing local and foreign buyer behavior. Discuss the difficulties encountered when trying to research and understand local buyers. The implementation strategy will address which models of consumers’ behavior might be used to examine buyers in local markets and the importance of considering cultural elements to apply these models effectively. This paper will also discuss standardization strategies to include the difference between localization, adaptation and standardization of a global product or service. Discuss the key factors that drive a successful globalization of a new product into a foreign market. Discuss the pros and cons of standardization. Explain methods of integrating a global brand to both local and foreign markets…

    • 1796 Words
    • 8 Pages
    Powerful Essays
  • Best Essays

    Case Study on Asos

    • 3973 Words
    • 16 Pages

    16. Holt, D.B., 2004. How Brands Become Icons: The Principles of Cultural Branding. Harvard Business Review Press.…

    • 3973 Words
    • 16 Pages
    Best Essays
  • Better Essays

    The first and likely most complex influence on both nations ' marketing is culture. A country 's culture is a mesh of a people 's beliefs, values, societal institutions, religions, laws, and attitudes, among…

    • 1400 Words
    • 6 Pages
    Better Essays
  • Powerful Essays

    The business internationalise means a company’s production and business activity are not only confined to one country, but also integrate the different countries’ raw material and labour and technologies to…

    • 1141 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    * “Strong Nationalism” (p. 453) – When consumers believe that a foreign company produces “superior” products or when they only believe in their own country’s products.…

    • 511 Words
    • 3 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Ugg Analysis

    • 306 Words
    • 2 Pages

    we can ues a particular example to support this point .UGG boots made by Australia ,so it has been very popular during winter . almost every girl owns apair. we can get it for $100. however there is a huge bag in china .You sould pay 2000RMB (300AUD) for a pair really UGG boots in China. But so many girls would like buy it in China .why? The reason is self concept . UGG ues differen color and different style for boots in the image .it is a good way to reveal its image to girls . they are target coustomer .but in the Australia . we can wear it in the winter .but in china ,there are no need to wear it in some city where is not so cold in winter .so this is consumer self concept.lastly , in china , since every body has been buying them ,every body want to own one pair . when the sales increase .it showns that people agree the value of UGG,so they were ignore price for it .so high demand of the boots maintained the value beyondits cost . so as this aspect , there is huge opportunity for Australia export.…

    • 306 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    “An assessment of any nation’s overall business climate is typically the first step in analyzing its potential as a host for international commercial activity” (Wild). Aesthetics is known as the “good taste” in arts, imaginary evoked by certain expressions, and the symbolism of certain colors (Wild). As the book suggests this aspect is important for a company when doing business in another country; the knowledge of aesthetic will give to the organization the advantage of color use in advertising, product packaging and uniforms colors as well. Colors have different meaning in every country and using a negative color in an ad might be failure in a product’s advertising campaign. Imaginary logos also is something to careful about; a logo that might be well accepted in home market, it might be an insult to other countries views.…

    • 709 Words
    • 3 Pages
    Good Essays
  • Best Essays

    The aim of this subject is to introduce students to the theory and practice of marketing across…

    • 5338 Words
    • 38 Pages
    Best Essays
  • Powerful Essays

    Country of Origin

    • 2702 Words
    • 11 Pages

    Country of origin plays an important role in consumer decision making process. Consumers strongly associate certain items with specific countries, and products from those countries often attempt to benefit from these linkages (Solomon 2009, pp.375). Sometimes it is being used as a determining factor for consumers when they buy a product. Consumers buy products not only because they perform well or are produced by a well known corporation, but also based on the country of origin (Maheswaran 2006). Saeed (1994) points out that country-of-origin means the country that a manufacturer's product or brand is associated with; traditionally this country is called the home country. The country of origin of a product, typically communicated by the phrase "made in (country)," has a considerable influence on the quality perceptions of a product (Ueltschy 1998). Swiss watches can be an example. Federation of the Swiss Watch Industry (2009) mentioned that ‘Swiss made’ embodies a concept of quality, which includes technical quality of watches (accuracy, reliability, water-resistance, and shock-resistance) and…

    • 2702 Words
    • 11 Pages
    Powerful Essays
  • Better Essays

    a company can familiarize itself with cultural nuances which may impact the design, packaging or advertising of the product. Moreover, traveling abroad allows one to locate and cultivate new customers, as well as improve relationships and communication with current foreign representatives and associates…

    • 2412 Words
    • 69 Pages
    Better Essays
  • Good Essays

    My Summer

    • 701 Words
    • 2 Pages

    I would consider the summer of 2014 to be the best and worst summer of my life. A friend and I had saved money all year so that as soon as the biggest accomplishment of our life was achieved we could treat ourselves to Myrtle Beach, South Carolina. There is nothing better than sand between your toes, and waves crashing into you after finishing thirteen years of the public school system. All of that sounds really great except for the fact that I am extremely terrified of sea life. This specific beach trip just made me even more scared of what lies beneath the water.…

    • 701 Words
    • 2 Pages
    Good Essays