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3 of 3 people found the following review helpful:
5.0 out of 5 stars
The definitive guide to country-of-origin effect,
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This review is from: National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect (Hardcover)
Two of the world's leading country-of-origin academics have collaborated on this strong work on national image. It is not for the faint-hearted: Profs Jaffe and Nebenzahl have backed up their theories with hard, academically rigorous research. It is not a book for the casual marketer, but for a marketing expert that has an understanding of the qualitative and quantitative analyses of marketing research. Despite the academic foundation, the authors have filled this book with up-to-date examples, including the Rover sale by BMW and the revival of the `Buy New Zealand made' campaign in late 2000. There are useful lessons for identity professionals applying national branding to not only nations but any product or service making use of a country's image. Those charged with promoting nations will be advised to read this comprehensive and complete work.
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National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect by Eugene D. Jaffe (Hardcover - May 2001)
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