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Made in Italy e country of origin effect

Author

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  • Giuseppe Bertoli
  • Riccardo Resciniti

Abstract

Con la crescente importanza delle strategie di internazionalizzazione delle imprese, ? anche aumentata negli ultimi anni l?attenzione degli studiosi di management e marketing al cos? detto "Country of Origin Effect". La dialettica tra globalizzazione dei mercati e ruolo dei territori locali ha indotto le imprese a valutare il ruolo dell?immagine percepita del proprio Paese e, nei casi dove ? conveniente, a fare leva su di essa. Molte imprese, infatti, dimostrano di saper ben costruire un branding mix tra marca aziendale e "marca del Paese di origine" per differenziare la propria offerta. Il paper, che nasce dalla relazione introduttiva del Convegno Annuale del 2012 della Societ? Italiana Marketing tenutosi presso l?Universit? del Sannio, esamina l?impatto globale del Made in Italy ponendolo in relazione con gli studi sul Country of Origin Effect. Particolare evidenza in tale ambito ? data ai risultati di un progetto di ricerca nato in seno alla Societ? Italiana Marketing sul tema International Marketing and the Country of Origin effect. The Global Impact of ?Made in Italy?, che ha visto coinvolti dodici gruppi di studio di ventuno atenei italiani con il coordinamento degli autori di questo saggio, con un preciso intento: colmare un vuoto nella letteratura internazionale in merito all?effetto che pu? avere la considerazione del paese di origine nelle scelte di acquisto dei prodotti made in Italy da parte dei consumatori dei paesi emergenti. Il paper si conclude con l?evidenziazione delle implicazioni per il management e per il Soggetto pubblico.

Suggested Citation

  • Giuseppe Bertoli & Riccardo Resciniti, 2013. "Made in Italy e country of origin effect," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(2), pages 13-36.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-002002
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    References listed on IDEAS

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    Cited by:

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    2. Tiziano Bursi & Giovanna Galli, 2015. "Le imprese italiane dell?industria agro-alimentare: mercati internazionali, relazioni di canale e strategie e politiche di branding," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 15-32.
    3. Enrico Bonetti & Michele Simoni, 2017. "Introduction. New frontiers for competition: Outcomes from the 13th CIRCLE International conference," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 15-27.
    4. Laura I.M. Colm & Antonella Car?, 2016. "Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(3), pages 87-109.
    5. Guido Bortoluzzi & Marina Chiarvesio & Raffaella Tabacco, 2014. "Le imprese del Nord Est alla conquista dei mercati emergenti," ECONOMIA E SOCIET? REGIONALE, FrancoAngeli Editore, vol. 2014(2), pages 31-43.
    6. Amir Maghssudipour & Annalisa Caloffi & Marco Bellandi & Letizia Donati, 2022. "Language as a regional driver of the trade of place-sensitive products: The case of made-in-Italy goods," Working Papers - Economics wp2022_09.rdf, Universita' degli Studi di Firenze, Dipartimento di Scienze per l'Economia e l'Impresa.
    7. Stefano Bresciani & Alberto Ferraris & Manlio Del Giudice, 2016. "R&D internationalization in asian developing countries: evidence from european multinationals," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(3), pages 25-44.
    8. Młody Michał & Stępień Beata, 2020. "Principles of reshoring development in luxury goods sector," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 56(2), pages 140-158, June.
    9. Michela Matarazzo & Gabriele Barbaresco & Resciniti Riccardo, 2016. "Effects of cultural distance on foreign acquisitions: evidence from italian acquired firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(3), pages 159-181.
    10. Młody Michał & Stępień Beata, 2020. "Principles of reshoring development in luxury goods sector," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 56(2), pages 140-158, June.

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