Roots marketing: the marketing research opportunity
Clive NancarrowBristol Business School
Julie TinsonUniversity of Stirling
Richard WebberUCL
INTRODUCTION
There have been two broad strands of research on country of origin. The first examines...
Roots marketing: the marketing research opportunity
Given the past and current migration of many populations, a significant and growing global marketing opportunity exists for products where the national identity or country of origin can be used as positive sub-branding.
