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Aichner, Thomas (2016) Mass Customization and Country-of-Origin Effects. [Tesi di dottorato]

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Abstract (inglese)

This is a thesis by publication, consisting of three manuscripts. The research is positioned in the area of international marketing and offers a contribution to consumer culture theory. More specifically, it is about country of origin (COO) marketing, differences in product and country evaluation between ethnic subcultural groups living together within the same country, and the moderating role of mass customization (MC) on COO effects. The first manuscript classifies different COO marketing strategies that are employed to communicate the COO of a product or company to customers, and it provides a number of examples from practice. The second manuscript is based on the observation that globalization, international trade, multicultural societies and the introduction of innovative manufacturing strategies such as MC require continuous updating and reassessment of COO constructs and models. To this end, a study from 2003 has been replicated in a different cultural and geographical setting with results supporting the original findings. Finally, the third manuscript bridges the two research streams of COO and MC and provides empirical evidence of the impact of the manufacturing strategy on customers’ product evaluation.

To sum up, the following research questions are examined in the three manuscripts:
1) Which different marketing strategies are employed by companies in order to communicate the COO of the company and/or of its brands to customers?
2) Do COO effects vary across subcultures within a country?
3) Does the manufacturing strategy (mass production vs. MC) have a moderating effect on the relationship between COO and consumer’s product evaluation?

Abstract (italiano)

La presenti tesi di dottorato per pubblicazioni è composta da tre manoscritti. La ricerca si posiziona nell’area del marketing internazionale e si propone di offrire un contributo alla consumer culture theory. Nello specifico, gli argomenti trattati spaziano dal marketing del country of origin (COO) al ruolo che le differenze culturali su base etnica esistenti all’interno di una stessa nazione hanno nella valutazione di prodotti e di paesi, fino al ruolo di moderazione della mass customization (MC) sugli effetti del COO. Il primo manoscritto classifica le diverse strategie di marketing di COO che sono adottate per comunicare il paese di origine di un prodotto o di un’azienda ai clienti, e fornisce diversi esempi pratici. Il secondo manoscritto prende le mosse dall’osservazione che la globalizzazione, il commercio internazionale, le società multiculturali e l’introduzione di strategie manifatturiere innovative, come la MC, richiedono un continuo aggiornamento e rivalutazione dei costrutti e dei modelli relativi al COO. A tal fine, si è replicato uno studio pubblicato nel 2003, calandolo in un diverso contesto culturale e geografico, con risultati che confermano quelli dello studio originale. Infine, il terzo manoscritto, sviluppa un legame tra i filoni di ricerca del COO e della MC, portando evidenza empirica dell'impatto della strategia manifatturiera sulla valutazione di prodotti da parte del consumatore.

In sintesi, i tre manoscritti rispondono alle seguenti domande di ricerca:
1) Quali sono le diverse strategie di marketing che vengono adottate dalle aziende per comunicare ai clienti il proprio COO e/o quello dei propri brand?
2) Gli effetti del COO variano in base alle sottoculture all’interno di uno stesso paese?
3) Esiste un effetto di moderazione della strategia manifatturiera (produzione di massa vs. MC) sulla relazione tra COO e valutazione del prodotto da parte dei clienti?

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Tipo di EPrint:Tesi di dottorato
Relatore:Forza, Cipriano - Trentin, Alessio
Dottorato (corsi e scuole):Ciclo 28 > Scuole 28 > INGEGNERIA GESTIONALE ED ESTIMO
Data di deposito della tesi:21 Gennaio 2016
Anno di Pubblicazione:20 Gennaio 2016
Parole chiave (italiano / inglese):country of origin mass customization international marketing marketing consumer behaviour
Settori scientifico-disciplinari MIUR:Area 13 - Scienze economiche e statistiche > SECS-P/08 Economia e gestione delle imprese
Area 09 - Ingegneria industriale e dell'informazione > ING-IND/35 Ingegneria economico-gestionale
Struttura di riferimento:Dipartimenti > Dipartimento di Tecnica e Gestione dei Sistemi Industriali
Codice ID:9079
Depositato il:21 Ott 2016 10:00
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