The Made In Effect on the Perception of a Spanish Industrial Product in Foreign Markets

Abstract

With globalization, organizations must be able to look for their own differentiation with the aim to obtain sustainable competitive advantages. Differentiation across the products can be a key factor if it is also associated with their place of origin. More and more, if we consider that the nowadays economical crisis is affecting several of the most representative sectors and industries. In this respect, this paper has as aim to analyze the perception that professionals of the construction industry of some of the main European markets, exactly, France, Poland and United Kingdom, have on different types of ceramic tiles having into account their place of origin.