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Country of origin has been identified in the literature as an important cue that might be used by global marketers to influence consumers' valuation of the brand. Its effect on consumer perceptions, affect and behavioral intentions has been widely documented, based on consumer surveys and laboratory experiments. Despite this empirical evidence, we argue that country of origin is only one extrinsic cue among many extrinsic and intrinsic cues available to the consumer in a real purchase situation. Furthermore, in real life, consumers are likely to engage in some level of information search, which would further dilute the country of origin effect in the marketplace. Based on these arguments, we conclude that country of origin might not necessarily lead to a competitive (dis)advantage in terms of a price premium or discount. For a sample of products, we show that the objective product quality varies significantly by country of origin, and that these differences are consistent with extant research on country of origin effects on consumers' perceptions. After controlling for quality differences across brands, we demonstrate that marketers from different countries charge prices that are justified by differences in product quality. Price premiums or discounts are therefore explained by differences in product quality rather than the image effect produced by the country of origin cue. 相似文献
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Can Uslay Robert E. Morgan Jagdish N. Sheth 《Journal of the Academy of Marketing Science》2009,37(1):47-60
The authors review Peter Drucker’s contributions to marketing theory and practice. A bibliometric analysis of Drucker’s academic
influence in marketing is presented. The five main tenets that are derived from the bibliometric study are expanded upon as
follows: (1) The Marketing Concept: Creating Value for Customers; (2) Broadened Role of Marketing in Society: Corporate Social
Responsibility, Consumerism, Social Marketing, and Lessons from Non-Profit Organizations; (3) Contributions to Marketing Strategy:
The Obvious and Not So Obvious; (4) Marketing-Innovation Interface: New Product Development; (5) Future of Globalization:
Rise of Non-National Enterprises.
相似文献
Jagdish N. ShethEmail: |
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Trading Preferentially: Theory and Policy 总被引:3,自引:0,他引:3
Jagdish Bhagwati David Greenaway & Arvind Panagariya 《Economic journal (London, England)》1998,108(449):1128-1148
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Telling governments what to do is an ancient and important tradition in economics. Predicting what governments will do, i.e., endogenizing policy, is a newer activity, but one of growing prominence. The two activities appear incompatible: if what governments do is the result somehow of equilibrium behavior of self-interested actors, then advising governments is as senseless an activity as advising monopolists to lower prices or advising the San Andreas fault to be quiet. We show why and how advising can sometimes be a sensible activity, even when we hold sophisticated views about how governments operate. 相似文献
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Jagdish N. Sheth Arun Sharma Gopalkrishnan R. Iyer 《Industrial Marketing Management》2009,38(8):865-871
The shift away from manufacturing in Western developed economies has resulted in economies in which service industries are dominant. Marketing itself has undergone a paradigmatic shift from a focus on the exchange of goods to the provision of capabilities. This paper examines the relationship between marketing and purchasing as a result of the shift from product- to capability-focused commerce. We suggest that the marketing and purchasing departments will become closer due to two major reasons. First, as marketers increasingly become solution-oriented rather than product-focused, they will need to source products and services from third-party vendors and will require deeper involvement of the purchasing department. Second, with the emergence of customer-centric marketing coupled with build-to-order manufacturing, marketing and purchasing will have to be better aligned to deliver solutions to customers. These new dimensions in the marketing–purchasing interaction will also lead to changes in the selection, training, and recruitment of marketers and purchasers as well as their roles in the supply chain. We elaborate on these changes likely to occur in business-to-business organizations and along with implications for managers. 相似文献
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This paper analyzes the possibility that tariff reductions in the presence of foreign capital may be immiserizing. Other impacts of tariff revisions in a Latin America-like context are also discussed. 相似文献
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Relationship marketing in consumer markets: Antecedents and consequences 总被引:19,自引:0,他引:19
Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and
marketing scholars. To develop an effective theory of relationship marketing, it is necessary to understand what motivates
consumers to reduce their available market choices and engage in a relational market behavior by patronizing the same marketer
in subsequent choice situations. This article draws on established consumer behavior literature to suggest that consumers
engage in relational market behavior due to personal influences, social influences, and institutional influences. Consumers
reduce their available choice and engage in relational market behavior because they want to simplify their buying and consuming
tasks, simplify information processing, reduce perceived risks, and maintain cognitive consistency and a state of psychological
comfort. They also engage in relational market behavior because of family and social norms, peer group pressures, government
mandates, religious tenets, employer influences, and marketer policies. The willingness and ability of both consumers and
marketers to engage in relational marketing will lead to greater marketing productivity, unless either consumers or marketers
abuse the mutual interdependence and cooperation.
He has published more than 200 books and research papers in different areas of marketing. His bookThe Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He has recently published two scholarly books:Marketing Theory: Evolution and Evaluation (1988) andConsumption Values and Market Choices (1991). He is on the editorial boards of at least a dozen scholarly journals in marketing, international business, and quantitative
methods; he is also series editor ofResearch in Marketing (JAI Press).
Prior to joining Emory, he was an associate professor of marketing at XLRI Jamshedpur in India. He received his M.B.A. and
Ph.D. from Banaras Hindu University, India. He has authored a number of articles in the area of international marketing, business
alliances, and environmental marketing. He is coeditor ofResearch in Marketing (Annual Series, JAI Press) and serves on the editorial review board ofInternational Marketing Review. 相似文献
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