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- Title
Executive Insights: Exploring the Practical Effects of Country of Origin, Animosity, and Price–Quality Issues: Two Case Studies of Taiwan and Acer in China.
- Authors
Amine, Lyn S.; Chao, Mike C. H.; Arnold, Mark J.
- Abstract
The authors review relevant literature and present two new case studies--one of Taiwan's country image campaign and the other of Acer's entry into global markets-- to gain a further understanding of two related constructs, country of origin (from the field of international marketing) and animosity (from the field of consumer behavior). The authors formulate four research propositions and discuss them in reference to the two case studies. They show how the Taiwanese government has used various marketing and advertising strategies to create a positive country image and how Acer has mitigated negative country-of-origin effects and animosity in world markets, especially in China.
- Subjects
CHINA; JAPAN; TAIWAN; PRODUCT management; MARKETING; CONSUMER behavior; CORPORATE culture; ACER Inc.; SHIH, Stan; PERSONAL computers; INTERNATIONAL business enterprises; LENOVO Group Ltd.; ACER Japan (Company)
- Publication
Journal of International Marketing, 2005, Vol 13, Issue 2, p114
- ISSN
1069-031X
- Publication type
Article
- DOI
10.1509/jimk.13.2.114.64855