IDEAS home Printed from https://ideas.repec.org/h/wsi/wschap/9781848165106_0097.html
   My bibliography  Save this book chapter

Is There A Connection Between Brands And Their Countries Of Origin?

In: Marketing And Management Sciences

Author

Listed:
  • PETROS TOMARAS

    (Department of Marketing, Technological Education Institution (T.E.I.) of Athens, Ag. Spyridonos Str., 12210, Athens, Greece)

  • JOHN TSALIKIS

    (Department of Marketing, Florida International University, University Park, Miami, Florida, 33199, USA)

  • BRUCE SEATON

    (Department of Marketing, Florida International University, University Park, Miami, Florida, 33199, USA)

Abstract

One of the more celebrated joint ventures of the 1980's was the joint venture between Toyota and General Motors. Located in Fremont, California, the NUMMI facility produced the Toyota Corolla and the Geo Prizm. Despite their shared production history the market did not respond to these offerings equally. In the 1990-1994 period Toyota sold 200,000 vehicles prices at $11,000 to dealers, whereas General Motors sold only 80,000 at the lower wholesale price of $10,700. This discrepancy is consistent with a different level of brand equity associated with the Geo and Toyota brands (The Economist, 1996).

Suggested Citation

  • Petros Tomaras & John Tsalikis & Bruce Seaton, 2010. "Is There A Connection Between Brands And Their Countries Of Origin?," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 97, pages 537-541, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0097
    as

    Download full text from publisher

    File URL: https://www.worldscientific.com/doi/pdf/10.1142/9781848165106_0097
    Download Restriction: Ebook Access is available upon purchase.
    File URL: https://www.worldscientific.com/doi/abs/10.1142/9781848165106_0097
    Download Restriction: Ebook Access is available upon purchase.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

    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:wsi:wschap:9781848165106_0097. 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: Tai Tone Lim (email available below). General contact details of provider: http://www.worldscientific.com/page/worldscibooks .

    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.