This article aimed to present strategy of country-of-origin images management in 4 aspects : 1) Product Strategy, in case of a positive image, manufacturers should declare the country-of-origin name in the made-in label of their products. In case of a negative image, they shouldnt mention the country-of-origin name. Besides, they should avoid using the brand name that consumer can associate with the country-of-origin name. 2) Price Strategy, in case of a positive image, manufacturers can implement strategy of skimming price. In case of a negative image, they should implement a strategy of penetrating price so that it will attract price-conscious consumers. 3) Place Strategy, in case of a positive image, manufacturers can implement a strategy of selective distribution. In case of a negative image, they should implement a strategy of extensive distribution by establishing supply chain partners and selecting the positive-images distribution channels. 4) Promotion Strategy, in case of a positive image, manufacturers should emphasize the country-of-origin name in marketing communications tools. In case of a negative image, they should emphasize brand name and avoid presenting the country-of-origin name in order to prevent the association with country-of-origin name.
Keywords: competitive advantages, consumers products evaluation, country-of-origin images,
international consumer behavior, international marketing, strategy of international
marketing management
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