Search results

The differences and similarities in US consumers' perceptions of cars produced in six countries was highlighted, helping to determine product differentiation and define the proper competitive position for a product. It looks closely at country‐of‐origin bases, and whether to fight them, compensate for them or capitalise on them. The European car image is found to be a positive one in the US, and could become the basis for a distinct positive advantage.

Socially responsible investment (SRI) has gained importance as about one out of eight US dollars is currently invested based on screening in the USA. However, European private investors are generally much more reluctant to invest in shares, and in Austria, only 7 percent of private households hold shares. There is nevertheless some interest in “green shares” (a sub‐class of SRI comprising shares that are screened for their least impact on the environment) as a representative survey recently exhibited that 8 percent of respondents were definitely interested in holding “green shares”. Econometric estimates of an empirical model explaining the respondents' willingness to invest in green shares showed that education, income, environmental awareness and the expected profit are the main explanatory variables. Based on these results, conclusions are drawn regarding marketing strategies for “green shares”. In particular, credibility both regarding financial aspects (competitive return), and environmental and social criteria have to be guaranteed to make more consumers interested in investing in green shares.