TY - JOUR
T1 - Using country of origin in strategy : the importance of context and strategic action
AU - Beverland, M.
AU - Lindgreen, A.
PY - 2002
Y1 - 2002
N2 - Although the idea has long been accepted that a nation's image is a factor in buying decisions, research on the effect of country of origin (COO) on consumers' evaluation of brands and on firms' strategic positioning is contradictory. The strategic use of COO would appear to be highly dependent on context. The authors examine six agribusinesses in New Zealand — all of which use COO to varying degrees in their global brand programmes — and argue that the use of COO is highly contextual and evolves over time. The different contextual elements affecting the appropriateness of COO programmes are then explored. In the final part of the paper, the implications of using COO for firms' strategic actions are discussed, and the benefits and limitations of COO are identified.
AB - Although the idea has long been accepted that a nation's image is a factor in buying decisions, research on the effect of country of origin (COO) on consumers' evaluation of brands and on firms' strategic positioning is contradictory. The strategic use of COO would appear to be highly dependent on context. The authors examine six agribusinesses in New Zealand — all of which use COO to varying degrees in their global brand programmes — and argue that the use of COO is highly contextual and evolves over time. The different contextual elements affecting the appropriateness of COO programmes are then explored. In the final part of the paper, the implications of using COO for firms' strategic actions are discussed, and the benefits and limitations of COO are identified.
U2 - 10.1057/palgrave.bm.2540112
DO - 10.1057/palgrave.bm.2540112
M3 - Article
VL - 10
SP - 147
EP - 167
JO - Journal of Brand Management
JF - Journal of Brand Management
SN - 1350-231X
IS - 2
ER -