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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


Seminar Paper, 2011

27 Pages, Grade: 1,3


Excerpt


Table of Content

List of Figures

List of Tables

List of Abbreviations

List of Symbols

1. Introduction

2. Literature Review and Conceptual Background
2.1 Differentiation of Country-of-Origin and Country Image
2.2 Impacts of Country-of-Origin on Product Evaluations
2.3 Conceptualisation and Operationalisation of Country Image: The Three Component View

3. Implications of Country-of-Origin Effects for Global Marketing Strategies
3.1 Implementation of Country-of-Origin as a Competitive Advantage
3.2 Categorisation Problem: Effects of Country-of-Origin Misperception
3.3 Country-of-Origin Implementation Difficulties due to Ethnocentrism
3.4 New Approaches and their Impact on Country-Labelling

4. Managerial Implications and Conclusion

5. Recommendations and Future Research

List of References

Excerpt out of 27 pages

Details

Title
Country-of-Origin Effects and Competitive Advantage
Subtitle
The Role of a Country's Image with Respect to the Positioning Process of International Firms within the Framework of Global Marketing Strategies
College
University of Hohenheim  (Lehrstuhl für Unternehmensführung)
Course
Seminar Marketing und Management-Insights
Grade
1,3
Authors
Year
2011
Pages
27
Catalog Number
V178713
ISBN (eBook)
9783656009245
ISBN (Book)
9783656009092
File size
803 KB
Language
English
Notes
Keywords
Country-of-Origin, Country Image, Herkunftsland, Ethnocentricsm, Discourse Model, Consumer Disidentification, Nation Brands Index, Competitive Advantage, Internationales Marketing, Marketing, Marketingstrategie, Wettbewerbsvorteil
Quote paper
B.Sc. Philip Sipos (Author)Corinna Nefzger (Author), 2011, Country-of-Origin Effects and Competitive Advantage, Munich, GRIN Verlag, https://www.grin.com/document/178713

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