Positioning strategies against nations with perceived quality advantages

Abstract

The literature, while shifting in outcome as the understanding of where a product has been produced becomes blurred, has shown that consumers may assign value/price quality relationships as a function of the country offering the good or service. As a result, a marketing strategy that takes into account the rather complex issues relating to country of origin preferences is essential in today's sophisticated competitive environment. It was the objective of the research to determine the extent that quality is perceived as the main competitive feature and explore the possibility of constructing a practical strategy that would take into account competing against nations with perceived advantages. A model with three scenarios is presented providing an overview of the problems involved and a positive means of marketing against such situations.