Integrating country of origin into global marketing strategy - A review ofUS marking statutes

Country-of-origin research has frequently found country marketings to affec t consumer product evaluations, providing country-of-origin markings to aff ect consumer product evaluations, providing country-of-origin markings a un ique opportunity to become an evermore important element in the global stra tegic mix. However, marketing literature has been delinquent in providing i nternational strategists meaningful aids for obtaining wanted "made in" des ignations. Therefore, this study provides an examination of the four major legal tests (name, character and use; essence; value added; and article of commerce) which constitute the US marketing statutes. Therefore, this study provides an examination of the four major legal tests (name, character and use; essence; value added; and article of commerce) which constitute the U S marking statutes. Explanations of the tests, with practical examples, are provided to enhance marketing practitioners' abilities for integrating cou ntry-of-origin markings into overall global strategic design.