Abstract:

In this era of globalization, the companies follow to achieve performance based on the relationship between national culture and new product launch as an essential field for academic research and managerial practice. Through the literature review, we attempt to provide a clarification of this relationship considering the consumers perception on national product originated from Romania. The research conducted in this paper focused on Romanian consumer’s perception of their national products. Through a qualitative study, we explore the importance of country-of-origin on consumers’ decision to buy a new product, as well as their motives to prefer a Romanian product or a foreign one. The findings suggest that a favorable country image is essential in triggering the buying intention and that Romania still has a long path to go in order to establish a positive image in the minds of its targeted segment of consumers.