Online Channels and the Country of Origin

Abstract

This chapter focuses on the relationship between the online channel and the COO. Indeed, the online channel is rapidly assuming a growing role in the international distribution, but studies on the relationships between the online channel and the COO not yet seem to have a consolidated framework. In the context of marketing channels, it is relevant to explore what role the online channel can play in creating value for the market through the COO. The online channel allows conveying the COO and has become crucial to presence and competitiveness in international markets. Moreover, the COO can serve as an important research reference for online customers who recognize the value of certain products. Against this background, this chapter explores the current and potential roles of the online channel in the valorization of the COO from the perspective of omnichannels, taking into account specific experiences in international markets. In particular, based on abundant data collected through a digital method approach, this study primarily considers the US food and beverage sector, including olive oil and wine products.