Management perspectives on country of origin

Abstract

Purpose -The purpose of this paper is to provide a new perspective by conceptualising country of origin (COO) from a management perspective, identifying the impact different COO constructs have in the context of fashion retailer and manufacturer businesses.Design/methodology/approach -This qualitative study comprises a series of in-depth interviews with key informants from large-scale fashion retailers and manufacturers in the UK. Findings -The major findings of this research demonstrate that COO is considered a strategic business imperative but manifests in a variety of ways depending on brand positioning, long-term strategic plans, expertise, and brand values etc. Originality/value -This research presents a new perspective on the COO construct, addressing it from a management rather than consumer perspective. It argues that COO can be considered as a strategic dimension, which is manifested in a variety of ways. COO has been extensively researched from a consumer point of view but this research takes a new approach by presenting findings from a managerial point of view, with fashion manufacturing and retail branding as the context. Research implications -

The Media Effect: Implications for Manifesting Maintainable Body Image in the Context of Global Fashion Industry

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Beyond Brick and Mortar: The Experiences of U.S. Female Mobile Fashion Truck Entrepreneurs

“…It is commonplace in social science research to apply this methodology when there is a lack of understanding on a particular topic or phenomenon (Curwen & Park, 2014;Rashid, Barnes, & Warnaby, 2016). It is commonplace in social science research to apply this methodology when there is a lack of understanding on a particular topic or phenomenon (Curwen & Park, 2014;Rashid, Barnes, & Warnaby, 2016).…”

“…An exploratory qualitative study was conducted to examine the phenomenon of female fashion truck entrepreneurship. It is commonplace in social science research to apply this methodology when there is a lack of understanding on a particular topic or phenomenon (Curwen & Park, 2014;Rashid, Barnes, & Warnaby, 2016). This approach provides a framework that researchers can use to investigate in-depth human experiences from the participants' point of view.…”

Country of Origin Association in Retail and Wholesale Branding

“…The recent interest in this field can to some extent be attributed to the fact that products communicate complex country of origin information, which has had a significant impact on the COO effect on product image and brand image in consumer purchasing evaluation (Lim & O'Cass, 2006;Samiee et al, 2005). In general, country of origin is often associated with its legal definition, which is where the product is manufactured, often characterised as "Made in […]" (Miranda and Parkvithee, 2013;Rashid et al, 2016). Furthermore, country of origin is sometimes associated with the home country of a brand.…”

“…According to the existing literature, the home country of the brand can be linked to the location of the headquarters of the company that owns and markets the brand, or as a place where the product or the brand was first established (Balabanis & Diamantopoulos, 2008;Dikcius & Stankevicienė, 2010;Jeong et al, 2012;Miranda & Parkvithee, 2013). Hence, the home country of the brand is often linked with a brand's heritage and history (Rashid et al, 2016), regardless of where the product is manufactured (Samiee et al, 2005;Balabanis and Diamantopoulos, 2011). In addition, a number of scholars contend that the reputation of the home country (e.g.…”