International Marketing, Country of Origin, & Consumer Behavior

In times of resentment and protectionism, for example, we explore the question of how domestic country biases arise and how they can be prevented. The aim is always to develop implications for practice, both for companies and for customers. For example, our research will help companies develop go-to-market strategies, marketing programs and segmentation concepts with the aim of successfully counteracting protectionist tendencies. Customers should be helped to decide rationally according to their customer preferences and not to be negatively influenced in their decisions by subconscious influences. In line with the credo “Marketing for Impact”, we also investigate whether and how marketing can contribute not only to limiting the influence of resentment or protectionism, but also to reducing protectionist tendencies overall. Other questions include tradeoffs between authenticity and consistency on the one hand and local optimization of corporate strategy on the other. Furthermore, we investigate the influence of language and dialects on consumer behavior.