Where Does Our Food Come From? – the Relevance of Source of Origin in International Marketing

Regulations requiring the identification of the Source of Origin (SofO) of food products in most developed countries offer a potential source of competitive advantage to firms by using the SofO as part of a branding strategy. This study investigates the different images held by consumers for an SofO in a target market and how these images compare with those held for other SofOs both within and across markets. The findings suggest that SofO is a complex concept that potentially offers a source of competitive advantage but that it should not be studied in isolation from other competing SofOs.



Citation:

Brynjolfur Eyjofsson, James Hosea, and Ingeborg Astrid Kleppe (2005) ,"Where Does Our Food Come From? – the Relevance of Source of Origin in International Marketing", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 19-26.

Authors

Brynjolfur Eyjofsson, Norwegian School of Economics and Business Administration (NHH)
James Hosea, Norwegian School of Economics and Business Administration (NHH)
Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration (NHH)



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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