Country of origin as a marketing strategy

July 24, 2009
Intellectual Property News and Interesting Facts

From a marketing perspective, “country of origin” gives a way to differentiate the product from the competitors. Research shows that the country of origin has an impact on the willingness to buy a product, and studies have shown that consumers may tend to have a relative preference to products from their own country or may tend to have a relative preference for or aversion to certain products that originate from certain countries. The effect of country of origin is however debated as studies have shown that the origin of design (for instance Apple computers or Nike shoes) can be more important than the country of origin.