Product and process certification – Systems, regulations and international marketing strategies

Ilan Vertinsky; Dongsheng Zhou

doi:10.1108/02651330010331606

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International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Product and process certification – Systems, regulations and international marketing strategies

Document Information:
Title:	Product and process certification – Systems, regulations and international marketing strategies
Author(s):	Ilan Vertinsky, (The Center for International Business Studies, The University of British Columbia, Canada, and), Dongsheng Zhou, (Department of Marketing, City University of Hong Kong, Hong Kong)
Citation:	Ilan Vertinsky, Dongsheng Zhou, (2000) "Product and process certification – Systems, regulations and international marketing strategies", International Marketing Review, Vol. 17 Iss: 3, pp.231 - 253
Keywords:	Forest products, International law, International marketing, Marketing strategy, Product attributes, Product quality
Article type:	Case study
DOI:	10.1108/02651330010331606 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Asymmetries in information, where sellers have more information than buyers about product qualities, may prevent firms from supplying some goods and services despite the fact that consumers are willing to pay adequately for them. The frequency and importance of such market failures is growing with the increase in buyers’ interest in unobservable qualities (attributes) of products, including the nature of their production processes. Certification by credible third parties may reduce the frequency and mitigate consequences of market failures. Certification creates a variety of challenges for both marketers and regulators. In this paper, we examine the emergence of alternative domestic and international regulatory regimes for certifying some qualities of products and services. We explore the implications of these regimes and country and product characteristics to the formulation of international marketing strategies. We illustrate our findings through a case study of the forest products industry.