IDEAS home Printed from https://ideas.repec.org/h/spr/isichp/978-3-030-33588-5_2.html
   My bibliography  Save this book chapter

Strategic Entry Modes and Country of Origin Effect

In: International Marketing Strategy

Author

Listed:
  • Giovanna Pegan

    (University of Trieste)

  • Donata Vianelli

    (University of Trieste)

  • Patrizia de Luca

    (University of Trieste)

Abstract

The role the COO can play in the international entry strategy depends heavily on how the distribution channel is structured, especially in relation to the choice of entry mode. The entry method must be chosen with great care as a long channel can lead to the paradox of selling a product abroad at a much higher price than in the domestic market while encountering many difficulties in enhancing the product’s brand and the COO to justify the premium price. In fact, indirect and long marketing channels with many intermediaries between the company and the final customer often make it difficult to enhance the typicality of the product, its brand and its origins. However, if the company is directly present and works closely with foreign customers, the valorization of its origins as an element of differentiation is more effective. Moreover, the length of the channel has impacts on price escalation, due to the presence of intermediaries, transport costs, taxes, insurance costs, and other factors. This chapter describes the different entry modes, i.e., export modes, intermediate entry modes (contractual and equity based), and hierarchical modes, with the aim to identify in which cases management of the COO is especially critical and relevant.

Suggested Citation

  • Giovanna Pegan & Donata Vianelli & Patrizia de Luca, 2020. "Strategic Entry Modes and Country of Origin Effect," International Series in Advanced Management Studies, in: International Marketing Strategy, chapter 0, pages 23-38, Springer.
    • Handle: RePEc:spr:isichp:978-3-030-33588-5_2
    DOI: 10.1007/978-3-030-33588-5_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pyper, Keith & Doherty, Anne Marie, 2022. "Employing brand governance mechanisms with export channel partners: What are the performance consequences and contingent effects?," International Business Review, Elsevier, vol. 31(5).
    2. Hiroko Oe & Yasuyuki Yamaoka, 2023. "How to Support Expanding Sales Channels of Agri-Food Products in New Markets: Healthiness and New Experiences of Tunisian Olive Oil," Businesses, MDPI, vol. 3(3), pages 1-20, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:isichp:978-3-030-33588-5_2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.