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http://mc.manuscriptcentral.com/ijoem International Journal of Emerging Markets Advanced and emerging economies Generation Y's perception towards country-of-origin Introduction The purpose of this qualitative study is to explore the perceptions of country-of-origin held by Generation Y in advanced and emerging economies. This paper explores whether Generation Y consumers from advanced and emerging economies have different perceptions towards the country-of-origin of fashion products. Generation Y is also known as Gen Y,

The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovative offerings and systems. This chapter aims to provide useful insights for the retailers regarding the correlation between market orientation and innovation. The chapter illustrates the differences in start-up and mature companies, and reveals new insights with regard to market orientation and its constituent elements, and its relationship with both incremental and radical innovations. Readers learn that strong competitor orientation, a key ingredient of market orientation, has a positive relationship to incremental innovation for start-up companies, but it is counterproductive for mature companies, where a strong customer orientation is associated with radical innovation. The focus is to understand the dynamics of the entrepreneur versus manager during the transition process as a company grows.

With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact country-of-origin information on the perception of Generation Y towards international fashion brands. This study was conducted in the context of fashion products, one of the key interests of the Generation Y, and covered a sample population of twenty one countries. As Generation Y are internet savvy, this study was conducted by using semi-structured interviews in an online chat room and structured email interviews. 53 interviews were conducted with the participants from Generation Y cohort. This study highlighted that most Generation Y ignored country-of-origin information. This study explored the reasons why Generation Y ignored or paid attention to the country-of-origin information. It brings valuable insight to international fashion marketers about how country-of-origin information influences the Generation Y’s perception towards international fashion brands. Qualitative studies which investigate the perception of Generation Y towards country-of-origin of international fashion brands are scarce. Thus, this study can contribute to the development of research into country-of-origin and Generation Y.

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