Importance Of The Product Country-Of-Origin Factor On Purchasing Process In The Context Of Globalization
Source: Vilnius University
Globalization is raising the country-of-origin importance question in the new light. It seems that the importance of country-of-origin (COO) factor has to go down, since both manufacturing and purchasing processes are under influence of overall globalization. In addition to this, many globally offered brands may be no longer associated with a specific country of their origin. From the other side, there are still strong attitudes of buyers observed about 'Domestic' versus 'Foreign' products, as well as about attitudes towards various countries. If these attitudes work as strong element within the COO factor, the importance of COO in the context of globalization would remain rather big.