Abstract

This paper explores the place of origin effect, which has attracted the interest of scholars for its managerial and marketing implications on international business performance. In particular, the research identifies the antecedents of this phenomenon and investigates the moderating role of a number of local stakeholders in supporting its creation. Indeed, it is believed that the place of origin effect depends not only on the local characteristics, but also on the ability of local stakeholders, primarily firms, public actors, local people, to develop it. An exploratory research was conducted at a regional level, to understand the place of origin effect with regard to Sicily, by interviewing a sample of London consumers. The results showed the appreciation and the purchasing behavior towards Sicilian products as well as the perception of the overall image of the Region. The paper offers policy makers and managers suggestions for marketing strategies aimed at strengthening the Sicilian brand and at promoting the excellences of local firms abroad by leveraging on the cooperation and value co-creation among the local stakeholders.