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Product and process certification – Systems, regulations and international marketing strategies

Product and process certification – Systems, regulations and international marketing strategies Asymmetries in information, where sellers have more information than buyers about product qualities, may prevent firms from supplying some goods and services despite the fact that consumers are willing to pay adequately for them. The frequency and importance of such market failures is growing with the increase in buyers’ interest in unobservable qualities (attributes) of products, including the nature of their production processes. Certification by credible third parties may reduce the frequency and mitigate consequences of market failures. Certification creates a variety of challenges for both marketers and regulators. In this paper, we examine the emergence of alternative domestic and international regulatory regimes for certifying some qualities of products and services. We explore the implications of these regimes and country and product characteristics to the formulation of international marketing strategies. We illustrate our findings through a case study of the forest products industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Product and process certification – Systems, regulations and international marketing strategies

Ilan Vertinsky; Dongsheng Zhou
International Marketing Review , Volume 17 (3): 23 – Jun 1, 2000
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22 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330010331606
Publisher site
See Article on Publisher Site

Abstract

Asymmetries in information, where sellers have more information than buyers about product qualities, may prevent firms from supplying some goods and services despite the fact that consumers are willing to pay adequately for them. The frequency and importance of such market failures is growing with the increase in buyers’ interest in unobservable qualities (attributes) of products, including the nature of their production processes. Certification by credible third parties may reduce the frequency and mitigate consequences of market failures. Certification creates a variety of challenges for both marketers and regulators. In this paper, we examine the emergence of alternative domestic and international regulatory regimes for certifying some qualities of products and services. We explore the implications of these regimes and country and product characteristics to the formulation of international marketing strategies. We illustrate our findings through a case study of the forest products industry.

Journal

International Marketing Review – Emerald Publishing

Published: Jun 1, 2000

Keywords: Product attributes; Product quality; Marketing strategy; Forest products; International law

References

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