Integrating Country of Origin into Global Marketing Strategy: A Review of U.S. Marking Statutes

Abstract

Marketers are cognizant that the country of origin affects consumers product evaluations (Bilkey and Nes 1982; Erickson, Johansson and Chao 1984; Han 1989; Han and Terpstra 1988; Johansson, Douglas and Nonaka 1985). However, the continued globalization of markets has driven business into a worldwide search for low-cost, high-quality components and finished goods, often in countries that have not been historically associated with the manufacture of these types of products, confounding the use of country of origin in international product strategy development. Since astute international marketers can use marking statutes to develop proactive strategies which provide the entire benefit of country of origin, an enhanced understanding of how to obtain the desired country-of-origin designation could acutely improve a marketer=s ability in international strategy development.