AUTHOR
Granström, Charlotta; Henriksson, Veronica

DATE
2000-10-24

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
Where a product originates from is one factor that consumers consider when evaluating advertising. Therefore, companies sometimes use their Country Of Origin (COO) as an international advertising tool. The purpose of this study is to describe how companies use their COO in their international advertising, specifically why companies use COO as objectives in international advertising and how they incorporate COO in their international advertising message. To fulfil the purpose case studies of three Swedish companies, Wasabröd, IKEA and Orrefors, were conducted. The empirical data was collected through telephone interviews.

None of the three companies stated any clear objectives in the use of COO in international advertising, however all three companies wanted to be associated with the positive country image that Sweden retains. Two of the companies stressed their COO in advertising when entering a new market rather than when advertising in an established market. All three companies incorporated their COO in the logotype, which in turn was included in their advertisements. What is common to all three companies is that they use their “Swedishness” in advertising to a larger extent than they are aware of.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/216--SE / NR 2000:216