Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.

世界大多数地区的消费者现在可以在全球范围内获得产品，而不是在其国家和文化中提供的产品。全球化所定义的这种新的比较空间可能导致不同的购买行为，包括受“原产国”影响的购买行为。本书从公司的角度来研究这一影响，这是消费文学中最具争议的领域之一。特别是，它表明原籍国在创造和利用外国市场价值方面具有战略意义。它还通过考虑不同的进入方式和国际营销渠道，解决了利用原籍国价值所面临的挑战。此外，它还考虑了国际进口商和国际零售商的分类战略在外国市场创造价值方面的作用。本书结合理论与实践，以不同的公司视角和对进口商和零售商的访谈为特色。