£136.11

Routledge - Country of Origin Effect: Looking Back and Moving Forward

Name: Routledge - Country of Origin Effect: Looking Back and Moving Forward
Brand: Routledge
Price: 127.67 GBP
Availability: InStock

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Description

Explore the evolving impact of Country of Origin (COO) on global markets with this comprehensive study from Routledge. This book examines how a product's origin shapes consumer behavior and influences modern business trends. It offers practical insights for marketers looking to navigate or leverage country image within their strategic planning. Readers will learn how to use country image for market entry positioning and how brand heritage serves as a powerful communication tool. The text provides a fresh look at COO through new critical perspectives, helping professionals understand the connection between a product's roots and its success in a competitive landscape. Beyond traditional theories, the book addresses contemporary digital challenges, including a study on the necessity of COO identification for online products. Whether you are a student of management or a business professional, this resource provides the necessary framework to understand how origin affects brand perception and market strategy in an increasingly connected world.

Key Features

Evaluates Country of Origin research through new critical perspectives to provide modern business insights.

Explains how country image can be used to improve market entry positioning strategies.

Provides guidance on using brand heritage as an effective communication tool for businesses.

Analyzes the influence of origin on consumer behavior and global business trends.

Includes research regarding the requirement of COO identification for products sold online.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 0367201887
Category: Books > Subjects > Business, Finance & Law > Management > Distribution > Retail
Domain: Amazon UK
Release Date: 26 February 2019
Listed Since: 07 December 2018

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Routledge - Country of Origin Effect: Looking Back and Moving Forward

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