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Autor
Dębski Maciej (Społeczna Akademia Nauk)
Tytuł
Country of Origin Effect as the Factor Influencing Economy Competitiveness - the Case of Poland
Źródło
Journal of Intercultural Management, 2012, vol. 4, nr 4, s. 122-134, tab., rys., bibliogr. 14 poz.
Słowa kluczowe
Wizerunek państwa, Konkurencyjność gospodarki, Marka
Image of the country, Economy competitiveness, Brand
Uwagi
summ.
Abstrakt
In the modern economy competition takes place on many levels. Products compete with each other, companies compete, but also countries belong to competing groups. They compete to attract investment, tourists, or to stimulate the maximization of sales of produced goods. A strong support for these activities provides the image of a country. The empirical studies conducted on this issue confirms the existence of a link between perceptions of the country and the products derived from it. This relationship is described as a "country of origin effect", which can be defined as the impact of associations connected with a country on consumers' evaluation of brands and products coming from it. This paper describes the nature of the phenomenon, its typical characteristics with respect to medium-sized countries such as Poland. The article presents the methodology of building and managing the image of a country. This is much more complicated than in the case of creating an image of a single firm because the image of a country consists of a much larger number of components such as economy, history, politics, areas that are very difficult to manage. It seems that, especially in the current economic crisis, it is particularly important to build a stable country with an economy, that has an image that encourages investing. At the same time, it seems equally important to build a belief that in the country there are attractive and high quality products, building such a belief should be part of a policy to stimulate export. (original abstract)
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Bibliografia
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  4. Jatusripitak S., Kotler Ph. and Maesincee S. (1999), 'The Marketing of Nations: A Strategic Approach to Building National Wealth', Wydawnictwo Profesjonalnej Szkoły Biznesu, Cracow;
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  8. Karcz K., (1999), 'The impact of country of origin effect on product competitiveness on international markets' [in:]: United Europe. International conference for Polish companies, H. Brdulak, Warsaw School of Economics, Warsaw;
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  11. Leonard M., (2001) 'National brand - national image', in: Boruc M. (ed.) Brand identity. Competitive country attribute, Polish Brand Institute, Warsaw;
  12. Magnusson P., Haas S., and Zhao H.,(2008) 'A Branding Strategy For Emerging Market Firms Entering Developed Markets', Journal of International Consumer Marketing, vol. 20, iss. 3-4, pp. 95-107;
  13. Skinner H., and Kubacki K., (2006) Poland: Exploring the relationship between national brand and national culture, Brand Management, vol. 13, iss. 4-5, pp. 284-299;
  14. Skinner H., Kubacki K., Moss G., and Chelly D., (2008) International marketing in an enlarged European Union: Some insights into cultural heterogeneity in Central Europe, Journal for East European Management Studies, vol. 13, iss. 3, pp. 193-215;
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ISSN
2080-0150
Język
eng
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