Country-of-origin Labeling

If it is the case that, as Kotler remarks, beliefs and attitudes influence buying behavior (2004), then it follows that an selling organization's marketing activity must take them into account. In regard to some products, the identity of the selling organization per se may be less important with regard to customer preferences than the organization's national identity. That is, a product's country of origin (COO) may loom large in customer evaluations and buying decisions.

COO as a marketing issue is complex for several reasons. For one thing, COO does not achieve the same level of relevance in buying decisions for all products or all product categories, and products may be distinguished by both degree (luxury versus nonluxury product) and kind (Kleenex versus Ford versus Marlboro). In that regard, Hsieh's research (2004) shows that "while lux

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course of the last quarter of the 20th century, with the effects of COO-based consumer behavior having an impact on marketing and operational behavior alike. To see why, it may be instructive to review the evolution of that industry over the course of the 20th century. The excitement generated in American commerce by the automobile industry in the first years of the 20th century was comparable to the excitement of "dot-com" innovations of more recent years. Henry Ford's assembly-line mechanization innovations enabled the Ford Motor Company to revolutionize productivity numbers, and that in turn made automobile transportation economically feasible for mass-market consumers. An industry that in 1904 was employing some 3,000 workers nationwide was so transformed by Ford's innovations in Detroit that by the end of World War I it was providing some 75,000 jobs, in the Detroit, Mich., area alone. Production costs were so much under control that Ford "was able to double wages, cut the workday from 10 hours to eight and simultaneously slash vehicle prices. He would later recall it as his most 'momentous' year" (Winter, 1996, p. 101). Ford's competitors incorporated its principles into their production lines, and by the mid-1950s, 95% of
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Some common words found in the essay are:
Corporation American, Washington Post, Latin America, Becker Lister, Tsurumi Tsurumi, Olsen Olsson, Germany Tierney, US-Canadian Market, Ford GM, Asian European--controlled, market share, buying decisions, coo issues, country origin, automobile industry, product's coo, 20th century, jones 1985, redmayne 2004, tierney 2005, detroit retrieved january, cars tierney 2005a, company globally competitive, lister 2005 45, january 15 2006,
Approximate Word count = 2952
Approximate Pages = 12 (250 words per page)

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