Product Ethnicity between the Hammer of Identity and the Anvil of Globalization

Jeddi Nabil, Zaiem Imed

Department of Management, Carthage University, Campus Universitaire Mrezgua, Nabeul, Tunisia.
Faculty of Economic Sciences and Management of Tunis, Campus Universitaire, El Manar II, Tunis.

DOI: 10.4236/ajibm.2013.31011                

Abstract

With the globalization of markets, the multinational production made obvious great strides marked by the proliferation of hybrid or bi-national products. In this context which supported the dissolution of identity of several products’ categories and called in question the weight of origin labels about the consumer behavior purchase. Beyond these reflections, this article proposed to wonder about the relation between globalization and product ethnicity, by analyzing the apparent effects of the current context of globalization on the establishment of stereotypic country-products associations by the consumers. Also, the question which is directed to the development and the presentation of this research is the following one: to what extend does the current context of globalization enable us to call in question the phenomenon of product ethnicity?

Keywords

Product Ethnicity; Globalization; Country of Origin; Hybrid Products; Stereotypic Associations

Conflicts of Interest

The authors declare no conflicts of interest.

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