The country of origin of goods and services can have positive or
negative effect on customers' intentions to purchase. This book
analyzes the impact of this effect on the international development
of Italian companies in emerging markets. The chapters refer to a
wide range of issues, including made-in effects in relation to
ethnocentrism and to corporate social responsibility in small and
medium-sized enterprises; the interactions and synergistic effects
between product-related made-in images and the images of places as
tourism destinations; distribution channel issues; 'made-in topics'
in relation to emerging markets; and a review of the relevant
literature on country of origin effects. The contributors propose
strategies and tools that companies might leverage to develop their
international marketing and suggest policies that might strengthen
these efforts. This original work will prove to be a valuable
resource for students and researchers of international marketing
and strategy as well as policy makers. Contributors: B. Balboni, L.
Battaglia, G. Bertoli, G. Bortoluzzi, T. Bursi, E. Cedrola, A. De
Chiara, P. de Luca, A. De Nisco, B. Francioni, S. Grappi, G.
Mainolfi, V. Marino, E. Martinelli, M. Matarazzo, F. Musso, M.R.
Napolitano, A. Pagano, T. Pucci, R. Resciniti, C. Simoni, D.
Vianelli, M. Vignola, L. Zanni
General
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