芬兰国家的原产地效应：追求建立在拥挤和竞争的国际市场上的独特地位【外文翻译】

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1、外文翻译原文TheFinnishcountry-of-origineffect:ThequesttocreateadistinctiveidentityinacrowdedandcompetitiveinternationalmarketplacMaterialSource:PALGRAVEMACMILLANLTDAuthor:JASONRYANThispaperdiscussestheeffortsmadebyFinnishproducerstoemphasisethecountryoforiginoftheirproductsinordertoconveyanima

2、geofinnovation,qualityandprestige.Finland’seffortsinthisareaarerelativelyrecent,datingmainlyfromtheearly1990s.Traditionally,aproducerofresourceintensivecommodities—especiallywoodandwoodproducts—Finlandfounditselffacinggrowingcompetitionfromproducersinothercountries,especiallyemergingnati

3、onsthatenjoyedsubstantialcostadvantagesoverFinnishproducers.Inresponse,Finlanddrewuponitstraditionofexcellenceindesignaswellasitslong-standingpolicyofinvestingheavilyineducationandresearch.Itbegantoproducemorevalueaddedproductsandcomplementedthischangeinstrategybyaconsciousefforttomakema

4、deinFinlandsynonymouswithsuperiordesign,qualityandinnovation.Tosuccessfullydifferentiatetheirwares,FinnishproducersnotonlymadeintrinsicimprovementstotheirmanufacturedgoodsbutalsomadetheirFinnishprovenanceanimportantandattractiveextrinsicfeature.Finnishcompanieshavebeenespeciallysuccessfu

5、latcreatingbrandsthathaveastrongFinnishavour,conveyinganimageofNordiclifethatisprogressive,responsibleandtechnologicallyadvanced.Inthiscontext,brandingismuchmorethanplacinganameoralogoonaproduct.Whatisimportantisnotonlyhowthecustomerviewsthephysicalproductbutalsothebroadernotionofhowthep

6、roductwasconceivedandproducedandthevaluesandtraditionsthatitisperceivedtoembody.ThispapercitesanumberofexamplesofhowFinnishproducersandmarketersusethecountry-of-origineffecttodifferentiateandmarkettheirproducts.Thepaper,however,ismainlyconceptualratherthanempirical.Itexaminesamarketingef

7、fort--supportedandencouragedbythestatebutcarriedoutbyindividualfirms--butdoesnotseektoprovideasystematicoverviewoftheextentorimpactofsuchefforts.Theseareissuesforfutureresearch..INTRODUCTIONThecountry-of-origineffectpredatesbymanydecades,ifnotcenturies,itsemergenceasatool