IS THERE A CONNECTION BETWEEN BRANDS AND THEIR COUNTRIES OF ORIGIN?

Petros Tomaras, John Tsalikis and Bruce Seaton
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Petros Tomaras: Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spyridonos Str., 12210, Athens, Greece
John Tsalikis: Department of Marketing, Florida International University, University Park, Miami, Florida, 33199, USA
Bruce Seaton: Department of Marketing, Florida International University, University Park, Miami, Florida, 33199, USA

Chapter 97 in Marketing and Management Sciences, 2010, pp 537-541 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractOne of the more celebrated joint ventures of the 1980's was the joint venture between Toyota and General Motors. Located in Fremont, California, the NUMMI facility produced the Toyota Corolla and the Geo Prizm. Despite their shared production history the market did not respond to these offerings equally. In the 1990-1994 period Toyota sold 200,000 vehicles prices at $11,000 to dealers, whereas General Motors sold only 80,000 at the lower wholesale price of $10,700. This discrepancy is consistent with a different level of brand equity associated with the Geo and Toyota brands (The Economist, 1996).

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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