Kraj pochodzenia produktu we współczesnej gospodarce
Country of origin of a product in the modern economy

Summary/Abstract: Consumers making purchasing decisions are driven by different factors. For some people the country of origin of a product is important. If the perception of the country of origin is positive, customers tend to search for products originating from that country, but if the perception is negative, they rather avoid buying them. Such a stereotype of foreign products can help or harm a company on a foreign market. If the “made in ...” is positively associated with the country, companies should emphasize the country of origin, but if in turn the connotations are negative, companies should avoid the information about the origin. This article aims to answer few questions. What does the country of origin mean in the era of globalization? Is the country of origin still important for consumers while production often takes place in different parts of the world? Should Polish companies promote their “Polishness”? If so, how should it be done?

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