The Role of Country of Origin in Foreign Retailers’ Strategies

Giovanna Pegan, Donata Vianelli and Patrizia de Luca
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Giovanna Pegan: University of Trieste
Donata Vianelli: University of Trieste
Patrizia de Luca: University of Trieste

Chapter Chapter 6 in International Marketing Strategy, 2020, pp 119-148 from Springer

Abstract: Abstract The success of companies in foreign markets depends not only on how they enter and manage international distribution channels but also on their ability to influence the choices of retailers that include products from domestic and foreign companies in their assortments. The role of retailers, in fact, is fundamental because they constitute the link with final consumers and can decide whether to place products in their portfolios. An empirical analysis was carried out in the US market. The main aim of the analysis reported in this chapter was to investigate the influences of the COO on retailers’ choices to determine the product portfolios in their stores. In addition, a comparison was made among three countries of origin: made in Italy, made in China, and made in USA. The relationship between attention to the COO and the store experience was also investigated. Finally, this study focused on the impacts of the COO in connection with the Italian-sounding phenomena to understand how US retailers deal with the alternative between a real COO and a COO based on the foreign-sounding brand.

Date: 2020
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DOI: 10.1007/978-3-030-33588-5_6

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