International trade in quality goods: signalling problems for developing countries

Consumers evaluate product quality with information signals such as brand name giving an advantage to established firms over other firms even when introducing a new product. Another signal is ʹcountry of originʹ and, as high-income countries focus more heavily on higher quality goods, there is a tendency for consumers to associate quality with a countryʹs income per capita. Thus new firms from developing countries face particular problems in export markets. International standardization offers a potential solution to their problem. However, analysis of the use of ISO 9000 suggests that it is difficult to eliminate the informational asymmetry.