haku: @indexterm DENMARK / yhteensä: 327
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| Tekijä: | Niss, H. |
| Otsikko: | Country of origin marketing over the product life cycle: A Danish case study |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:3, p. 6-22 |
| Asiasana: | INTERNATIONAL MARKETING LIFE CYCLES SALES PROMOTION CORPORATE IMAGE DENMARK BRANDS |
| Kieli: | eng |
| Tiivistelmä: | This case study draws attention to the uses of national images in international marketing and the potential for intentional diffusion of positive product images based on country stereotypes. The study bases on an empirical survey carried out among 100 Danish export firms from which the marketing strategies underlying the use of nationality in the promotion of Danish products abroad have been identified . The study suggests some general guidelines for the development of international marketing strategies based on national image.Brand building through more abstract and emotional imagery becomes important in the later stages of the product life cycle, while a symbolic linkage between product and country of origin can be a useful positioning strategy in the beginning. |
SCIMA