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This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones.
List of contents
List of FiguresList of TablesIntroduction: The country of origin (COO), country-of-origin (COO) dimensions, and country-of-origin effect (COE) - general overview and theoretical approaches
Marzanna K. Witek-Hajduk and Anna Grudecka
Part I: Country of origin in international business - a strategic perspective
1. Country of origin as a challenge in international business: The strategic perspectives of companies from developed vs emerging markets
Marzanna K. Witek-Hajduk
2. Managing country-of-origin effect through public-private cooperation: A review of international practices
Magdalena Florek and Marta Here¿niak
3. Approach to the country-of-origin in the context of corporate responsibility and sustainability
Anna Napiórkowska
4. Rebranding and country-of-origin effect
Natalia Wojciechowska
Part II: Country of origin in international business - economic and legal aspects
5. Communicating the country-of-origin in advertising: Semiotic persuasion
Ewa Szcz¿sna
6. Linking agri-food products with their origin: how can establishing a geographical indication benefit EU food producers and exporters?
Agnieszka Hajdukiewicz
7. Legal pitfalls of country-of-origin determination
Edyta Mäecka-Ziembi¿ska, Anna Siwiec and Beata St¿pie¿
Part III: Country of origin effect in international business - a consumer perspective
8.
Haute couture, Versace law, "made-in Germany" and "made-in Poland"
- a legal comparative perspective on edging out the competition with brand origin
Marlena Jankowska, Miros¿aw Pawe¿czyk and Justyna Kania
9. Country-of-origin effect as a challenge in international business - a perspective of consumers from developed vs. emerging markets
Anna Grudecka
10. The impact of COO on consumers' perception of luxury goods
Beata St¿pie¿
11. The impact of country-of-origin and region-of-origin on the evaluation and pricing of food products. The role of consumer ethnocentrism
Jaros¿aw Górski, Magdalena Brzozowicz and Karolina Jo¿czyk
Index
About the author
Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.
Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.
