Country-Of-Origin Effects on Purchasing Agents’ Product Perceptions

Dzever, Sam; Quester, Pascale

doi:10.1016/s0019-8501(98)00014-5

Cited by 40 publications

(18 citation statements)

References 53 publications

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“…Answers suggest that the effect of country of origin in business-to-business markets matters (Dzever and Quester, 1999), but country of origin effect may represent both a facilitator and a liability for foreign companies entering EEc. These factors are largely out of the control of the company.…”

Section: Managers Made An Interesting Point About the Country Of Origmentioning

confidence: 99%

Marketing issues for business-to-business firms entering emerging markets

Cassia

Magno

2015

International Journal of Emerging Markets

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Purpose – The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about EMs focus only on defining suitable strategies related to large consumer goods corporations. Design/methodology/approach – The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation. Findings – Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997). Research limitations/implications – The study is based on the analysis of five case studies of companies operating in specific EMs, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results. Practical implications – The study shows that the main institutional void affecting business-to-business companies entering EMs is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs. Originality/value – The study analyzes EMs opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

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Section: Managers Made An Interesting Point About the Country Of Origmentioning

confidence: 99%

Marketing issues for business-to-business firms entering emerging markets

Cassia

Magno

2015

International Journal of Emerging Markets

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“…In the B2B context, studies show that the COI also exerts an impact on industrial buyers' product/service perceptions (Dzever and Quester, 1999), playing an important role in cross-border B2B market inferences (Schätzle and Jacob, 2017). Hence, managing the COI at the firm level is significant as it can be a resource to the firm when is used as a source of information for the brand assessment (Herstein, Berger and Jaffe, 2014).…”

Section: The Coi and Its Management As A Brandmentioning

confidence: 99%

Leveraging the Country-of-Origin Image by managing it at different levels

Suter

Borini

Coelho

et al. 2019

Place Brand Public Dipl

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The study aims to articulate the Country-of-Origin Image (COI) at different levels (country, industry and firm levels) by advancing the knowledge and exploring ways to manage the COI at different levels underpinned on corporate brand and brand architecture strategies. For that, a mixedmethods approach was conducted where a qualitative study looking into the case of the Brazilian Machinery Solutions Programme (BMS) was carried out in combination with a quantitative survey held with a specific target country (Colombia). Data for the quantitative study were collected with 89 Colombian industrial buyers using Brazil as a manufacturer-supplier and country of reference. Findings indicate the relevance of managing the COI at different levels and highlight the development of the COI at the industry level. This demonstrates that nation-branding and COI literature should be developed and articulated using strategic marketing programmes and brand architecture elements. The study advances the body of knowledge in the COI literature by analysing it within three different levels and offers a framework to manage the COI using corporate brand and brand architecture elements, which is beneficial to institutions, governments, trade agencies, industry associations and firms to leverage the COI by understanding aspects of it transferrable to industry and firm levels.

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“…Past studies have examined a wide variety of PCI-related issues, of which three are of particular interest in this study: Place images affect industrial buyers (Dzever & Quester, 1999) and investors (Murat & Pirotti, 2010) as much as they do consumers and tourists; most PCI studies have focused on developed market economies (DMEs), with little research in, about, and especially among, developing nations (DC) (Sharma, 2011); and, consumers in DCs tend to prefer brands from DMEs, on the assumption that they are of higher quality, carry more prestige, or have other perceived benefits, compared to domestic products and those from other DCs (Hamzaoui-Essoussi & Merunka, 2007).…”

Section: Place Imagementioning

confidence: 99%

Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research

Papadopoulos

Hamzaoui-Essoussi

2015

Africa Journal of Management

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This paper examines nation branding in Africa, based on a comprehensive and integrative review of past research. This considers, among others, current place images on the continent in the context of traditional views, which see it as a poor and underdeveloped region, versus the newer perspective of an evolving "African Renaissance"; efforts at systematic place marketing in sectors including tourism, foreign investment, natural resource and manufactured exports, and higher education; the absence of intra-African research on place image effects; reverse ethnocentrism, or the generally positive view of African consumers about products originating from more developed countries outside the continent; and the "continent effect", which may affect individual countries' efforts to establish their own identities. Information and insights from this review are synthesized to highlight implications and potential directions for future research and policy, on both specific thematic areas as well as overarching research topics that affect all aspects of African images and nation branding.

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Country-Of-Origin Effects on Purchasing Agents’ Product Perceptions

Cited by 40 publications

References 53 publications

Marketing issues for business-to-business firms entering emerging markets

Marketing issues for business-to-business firms entering emerging markets

Leveraging the Country-of-Origin Image by managing it at different levels

Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research

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