Since the early 1960s, a constant stream of research has shown that the (national) origin of a product or brand influences consumers' quality evaluations, risk perceptions, brand preferences and purchase intentions. Such "country-of-origin" (COO) effects have been observed across a variety of product categories, respondent groups, and countries. Recently, however, the relevance and value of the COO construct have been repeatedly questioned in light of increased globalization and multinational production activities. This talk challenges the view that COO has become less important, arguing instead that understanding and managing COO effects is nowadays a major challenge for companies and countries alike—particularly for countries seeking to improve their export activities and enhance their international competitiveness.
hosted by the Harvard College Hellenic Society. Pizza will be offered before the talk and there will be an opportunity for questions following the talk.