Download e-book for iPad: Country-of-Origin Effects and Competitive Advantage: The by Philip Sipos,Corinna Nefzger

By Philip Sipos,Corinna Nefzger

ISBN-10: 3656009090

ISBN-13: 9783656009092

Seminar paper from the 12 months 2011 within the topic company economics - company administration, company Governance, grade: 1,3, college of Hohenheim (Lehrstuhl für Unternehmensführung), direction: Seminar advertising und Management-Insights, language: English, summary: Im Rahmen dieser Arbeit werden Country-of-Origin und nation photo Effekte mit der Zielsetzung, Implikationen für internationale Marketingstrategien abzuleiten, untersucht. Hierfür werden zunächst Konzeptualisierung und Operationalsierung der betreffenden Konstrukte auf foundation einer fundierten Literaturanalyse die vorgenom-men. Im Weiteren wird der Einfluss des Country-of-Origin wie auch des Coun-try snapshot auf das Konsumentenverhalten untersucht. Dazu wird neben konventionellen Ansätzen wie Kategorisierung und Ethnozentrismus eine neue, ergänzende Sicht-weise beleuchtet. Insofern lässt sich abschließend die Relevanz des Länderimage für internationale Marketingstrategien aufzeigen, da es sich weiterhin um ein breit diskutiertes Konstrukt handelt, welches künftiger Forschungsaktivitäten bedarf.

This paper analyses the concept that of Country-of-Origin and nation snapshot with the aim of highlighting implications for overseas advertising recommendations. this can be performed by means of offering an summary of the conceptual historical past of the 2 options, their impression on customer behaviour in addition to via discussing an integrative framework for his or her conceptualisation and operationalisation. After emphasising that those ideas certainly influence product reviews, their relevance for foreign advertising recommendations is classed. traditional methods comparable to categorisation and ethnocentrism that have a tendency to bias Country-of-Origin results can be complemented by means of a brand-new one. hence, it really is argued that kingdom photograph remains to be a disputed factor and that there's want for additional examine in this construct.

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Country-of-Origin Effects and Competitive Advantage: The Role of a Country's Image with Respect to the Positioning Process of International Firms within the Framework of Global Marketing Strategies by Philip Sipos,Corinna Nefzger


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