Executive insights: The harmonization of product country marking statutes - Strategic implications for international marketers

The country marking displayed by a product repeatedly has been found to aff ect consumer product evaluations. This study provides a detailed examinatio n of the "tests of transformation" statutes, which form the international b asis for determination of country marking. Four major legal tests (name, ch aracter and use; essence; value-added; and article of commerce) are present ed, and practical examples are provided to illustrate their strategic uses. Finally, strategic guidelines are provided for global marketing strategist s; for obtaining appropriate country markings.