Review paper
Country of origin marketing over the product life cycle
Abstract
Discusses the appropriateness of using national image for international marketing purposes, based on an empirical survey carried out among 100 Danish export firms, from which the marketing strategies underlying the use of nationality in the promotion of Danish products abroad have been identified. Presents some general guidelines for the building of international brands and product images based on national image, and submits suggestions for...
Paper Details
Title
Country of origin marketing over the product life cycle
Published Date
Mar 1, 1996
Volume
30
Issue
3
Pages
6 - 22
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