Country of Origin Effects as Key Success Factor for Marketing Strategies

Research Paper (postgraduate) from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, The University of Sydney, course: International Marketing, language: English, abstract: This research addresses Country of Origin (COO) effects from the as a measure of strategic marketing and marketing communications of companies in Australia. It reveals that despite the increasing off-shoring and globalization aspects, Country of Origin is of major relevance to a number of product categories in Australia, and consequently very likely worldwide. It is a cross-industry explanatory analysis, which includes major global businesses. It also comprises various aspects of the impact that COO has on the management of companies. The conclusion includes a market overview coupled with a guideline for the application, and future predictions regarding the topic. Within this paper, marketing managers across industries disclose a new perspective to the Australian version of 'Country of Origin'. By analysing market observations, with examples of case studies, and including compelling illustrations of companies, this paper reveals the viewpoint of the people whose business focus are marketing strategies and marketing communication in Australia. Much research has been done on the impact of country of origin effects on customers, underlining their diverse attitudes towards credibility and respect of brands and products. In one of the latest studies Jean-Paul Usunier (2006) argues that increasing internationalization of production location and raising acceptance of products irrespective of their origin, lead to insignificance of the topic in real life. Yet today country of origin is considered as neither made-in, designed-in, nor country-of-brand. Much rather it is the manipulated consumer perception associated with a product, company or brand. This can be irrespective of location of production or design, such as in the case of Michel's Patisserie in Australia. Based on established COO research and first hand interviews and surveys, the paper links proven facts of consumer behaviour with potential and actual usage within the marketing strategies of global and domestic companies in Australia. Supported by qualitative and quantitative research, conclusions about the current development are drawn and future applications are predicted and suggested. This research is concerned with if, and how, companies willingly form this perception in Australia and in the end should guide marketing managers on how to use COO as a KSF in Australia and ultimately globally.