A Competitive Profile of Products and Associated Marketing Practices of Selected European and Non‐European Countries

Abstract

Evaluates the impact of the ‘made in’ label on Finnish consumers' attitudes towards the products of selected countries, and they examine the implication of these attitudes for developing appropriate strategies for the Finnish market. States consumer attitudes frequently relate to specific product attributes, but equally, they are often a response to less product‐specific dimensions such as brand name, or label of country of origin. Proposes that with increased emphasis, international business planning and operations is one of the most pervasive trends in business. Suggests that to successfully compete in the international marketplace it is important for a marketing manager to understand varying attitudes and perceptions of consumers in foreign markets his/her firm has entered. Sums ups that when entering new foreign markets, the exporter must in part screen his opportunities ton the basis of the favourability of these existing images.

Citation

Darling, J.R. and Kraft, F.B. (1977), "A Competitive Profile of Products and Associated Marketing Practices of Selected European and Non‐European Countries", European Journal of Marketing, Vol. 11 No. 7, pp. 519-531. https://doi.org/10.1108/EUM0000000005032