Country of Origin: Globalised Consumer Perception

Lars Schmidt Steffensen & Mikkel Sørensen

Studenteropgave: Semesterprojekt

Abstrakt

The project report consists of an exploratory description and a discussion illustrating the consequences of the Country of Origin effect. This is done using Malcolm Waters theoretical framework on globalisation, Adam Smith and Michael Porters theories on economic advantages in a globalised economy, and own research and theories on cognitive perception in Country of Origin effect. The qualitative empirical data collected stems interviews conducted with Royal Copenhagen consumers. The theories are used to provide a framework for understanding and discussing the implications of the Country of Origin effect. There are several major points. Waters point to equalising societies and thus less significant Country of Origin effect combined with the uncertain gains outsourcing strategies points to paradigm shift toward Porters notion on specialisation. Further, there is a lack of linguistic and perceptual consensus of Country of Origin in academic research, though there is a theoretical basis supported by research to reason that Country of Origin cannot be neglected in terms of marketing research.

UddannelserBasis - International Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogEngelsk
Udgivelsesdato30 maj 2013

Emneord

  • john cacioppo
  • microeconomics
  • Country of origin
  • malcolm waters
  • michael porter
  • elaboration likelihood model
  • adam smith
  • product differentiation
  • Royal Copenhagen
  • richard petty
  • globalisation
  • perception