El efecto del país de origen en la compra de automóviles importados
- Placer Galán, José Luis (coord.)
ISSN: 1699-9495
Año de publicación: 2010
Título del ejemplar: Studia mercatoria legionensia: Miscelánea de Marketing
Número: 1
Páginas: 53-68
Tipo: Artículo
Otras publicaciones en: Pecunia: revista de la Facultad de Ciencias Económicas y Empresariales
Resumen
La globalización ha incrementado las oportunidades de las empresas de distribuir sus prouctos a los consumidores de todo el mundo, aumentando la competencia de las empresas en el mercado doméstico y en los mercados internacionales. En este contexto, el país de origen del producto puede ser un atributo diferenciador de los productos y empresas en diferentes mercados. Así, el efecto país de origen puede convertirse en una barrera intangible para ganar cuota de mercado doméstica o una ventaja competitiva para la entrada de las empresas españolas en nuevos mercados. En este trabajo, analizaremos diversas variables mencionadas en la literatura de marketing para estudiar desde diferentes perspectivas teóricas el atributo país de origen con el objetivo de establecer un modelo conceptual integral.
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