YONSEI-EU Jean Monnet Centre
EU와 ASIA를 연결하는 네트워크 허브
Lessons from the EU
Lessons from the EU 입니다.
European Brands in Asia and Asian Brands in Europe: Elaborating the Country of Origin Effect (Prof. Pekka Mattila / Aalto University)
작성자 Yonsei-EU JMCE
날짜 2012-03-20 00:00:00
조회수 240
On March 20th, 2012, the 31st EU Special Lecture was held at Yonsei University Samsung Hall. During the lecture on “European Brands in Asia and Asian Brands in Europe: Elaborating the Country of Origin Effect”, Prof. Pekka Mattila from Aalto University delivered a lecture on the comparative analysis of businesses operating in Europe and Asia and their brand value.
In his presentation, Prof. Matilla explained the differences in strategy stemming from the country of origin effects. Consumers in Europe and Asia tend to perceive each other’s products much differently, allowing for product differentiation and increased competitiveness. The consumers’ decisions are influenced more by image and perception rather than the actual country of origin. These factors, combined with consideration for the actual quality of the products, determine, for the most part, consumer choice in Europe and Asia.
