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An Idea A Day by David Thompson

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MARKETING

TAP INTO COUNTRY-OF-ORIGIN EFFECT

Jim Blythe

IF YOU HAVE a product that can be exported (and who doesn’t?) you might be able to use country-of-origin effect to your advantage. Country-of-origin effect is the phenomenon by which products and brands are colored by consumers’ opinions about the country the product comes from—and for many firms it can work greatly to their advantage.

For example, we tend to believe that Germans are good engineers, that the French produce great food, the Belgians make good chocolate, and the Americans are good at fast food. There are, no doubt, bad German engineers, incompetent French chefs, poor-quality ...

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