A cross-national view of consumer predispositions toward products from foreign countries

Date of publication: June 15, 1986


This paper discusses aspects of the "country-of-origin", or "made in", concept. This refers to the notation included on the labels of products that are sold in countries different than their country of manufacture. Although this is a legal requirement in most cases, many manufacturers elect to stress the country of origin of their products, using it as a main selling point in marketing strategy. The made-in concept may also enter strategic decision making when the location of production is moved to a foreign country, causing a change in the "made in" notation on the label; and when a government uses it to encourage consumers to buy locally-produced goods through "buy domestic" campaigns.

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