Country of origin effect in international marketing processes: the strategic role of “Made in Italy” (Case of an Italian company’s success: Lavazza S.p.A.)

Country of origin is a concept that has its roots in a typically commercial and marketing environment. When we talk about the effect of the country of origin, we often refer to the 'Made in' label, which indicates the origin of the product and at the same time can be synonymous with value, quality and guarantee of the product itself. Taking this perspective into account, the aim of this work is to generate awareness of the importance of the image and reputation of countries, fundamental requirements for guiding the consumer towards a specific purchase choice. The promotion of the country, in fact, represents an important form of communication to guide public opinion towards a greater knowledge of the territory, its values and its potential, creating a vision of the uniqueness of the country through the set of characteristics that distinguish it from all the others: landscape beauties, historical and cultural aspects, gastronomy, customs and traditions ... these are the starting points for the creation of marketing strategies, the elements that make up the uniqueness of a product, which coincide with the country itself and with the experience that is undertaken in it. To take full advantage of these aspects and connect directly with the consumer, it is necessary to develop branding activities that promote the design, planning and communication of the country's identity, manage a solid reputation and create a national image that is at the same time irreplaceable. and irreproducible. A repertoire of favorable images can be very useful for making a place attractive and credible, for reaching consumers and increasing the level of foreign investment. Through this work, the previously mentioned concepts will be analyzed from the marketing point of view thanks to the analysis of different scientific contributions. The work is divided into four distinct moments: Chapter 1 will describe the Country of Origin effect: an overview of the broad concept, its characteristics and dimensions, analyzing the theories of international marketing studies, the influencing variables and the concepts involved, such as the role of stereotypes and culture, the concepts of country image and country branding, the effects on consumer behavior and the open points that lead to a reflection on the opportunities to enhance this effect. Following the concept of country of origin applied to Italy, Chapter 2 will deal with the expression “Made in Italy”, defining what is implied in this sentence and the perception of the concept in international markets. The analysis will then proceed to the presentation of the factors attributable to its success and the measures adopted to protect such a precious heritage, focusing on the food & beverage sector as one of the most prolific in the Italian economy. Finally, some general considerations will be presented, addressing the problems of counterfeiting and Italian sounding, while some efforts will be provided to promote and protect the authenticity of Italian products. Then, in Chapter 3, the preliminary analysis work will be elaborated to focus on the effective strategies used in international marketing processes, focusing on the importance of intercultural adaptation of communication and advertising plans. Finally, Chapter 4 will be the last part of the analysis. Here, there will be an introductory section aimed at providing basic information about Lavazza, the company chosen for this analysis, and its core values, to proceed with its marketing and communication strategy which represents an important example of how all concepts covered in this work are well applied to take full advantage of a business growth process.