Download Free National Image And Competitive Advantage Book in PDF and EPUB Free Download. You can read online National Image And Competitive Advantage and write the review.

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.
"Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have emerged since the first edition was published, and they are integrated in the new edition. The second edition is still aimed at three audiences: students of international marketing and business courses as a supplement to global product and advertising strategy; to international marketing managers; and to those industry and government officials who must deal with the problems of creating and maintaining a country's national image. "
This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.
Brand Jamaica is an empirical look at the postindependence national image and branding project of Jamaica within the context of nation-branding practices at large. Although a tiny Caribbean island inhabited by only 2.8 million people, Jamaica commands a remarkably large presence on the world stage. Formerly a colony of Britain and shaped by centuries of slavery, violence, and plunder, today Jamaica owes its popular global standing to a massively successful troika of brands: music, sports, and destination tourism. At the same time, extensive media attention focused on its internal political civil war, mushrooming violent crime, inflation, unemployment, poverty, and abuse of human rights have led to perceptions of the country as unsafe. Brand Jamaica explores the current practices of branding Jamaica, particularly within the context of postcoloniality, reconciles the lived realities of Jamaicans with the contemporary image of Jamaica projected to the world, and deconstructs the current tourism model of sun, sand, and sea. Hume Johnson and Kamille Gentles-Peart bring together multidisciplinary perspectives that interrogate various aspects of Jamaican national identity and the dominant paradigm by which it has been shaped.
Seminar paper from the year 2011 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Hohenheim (Lehrstuhl für Unternehmensführung), course: Seminar Marketing und Management-Insights, language: English, abstract: Im Rahmen dieser Arbeit werden Country-of-Origin und Country Image Effekte mit der Zielsetzung, Implikationen für internationale Marketingstrategien abzuleiten, untersucht. Hierfür werden zunächst Konzeptualisierung und Operationalsierung der betreffenden Konstrukte auf Basis einer fundierten Literaturanalyse die vorgenom-men. Im Weiteren wird der Einfluss des Country-of-Origin wie auch des Coun-try Image 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 of Country-of-Origin and Country Image with the purpose of highlighting implications for international marketing strategies. This is done by presenting an overview of the conceptual background of the two concepts, their influence on consumer behaviour as well as by discussing an integrative framework for their conceptualisation and operationalisation. After emphasising that these concepts indeed have an impact on product evaluations, their relevance for international marketing strategies is assessed. Conventional approaches such as categorisation and ethnocentrism that tend to bias Country-of-Origin effects will be complemented by a brand-new one. Thus, it is argued that Country Image is still a disputed issue and that there is need for further research on this construct.
Inhaltsangabe:Abstract: "Made in Germany" is often regarded to be a guarantor for quality and reliability and German companies have a global reputation for manufacturing products that are superior to products of companies with a non-German identity. This thesis analyses the internationalisation process of the national image of "Made in Germany" with particular regard to Western Australia. The thesis starts with an assessment of recent developments in the global business environment before going on to highlight internationalisation strategies in general and the specific impact of culture on internationalisation. Subsequently, the paper focuses on the German context by presenting issues associated with the identity commonly attributed to Germans, including national identity, German culture, and German management styles and principles. An evaluation of the "country-of-origin" phenomenon, with a specific look at the case of "Made in Germany", and an assessment of German companies in the international arena conclude the section on the German context. A further focus of the thesis is the connection between Germany and Australia, specifically the attractiveness of the Western Australian market and German business presence in Australia. The method of research consists of two major parts: a theoretical framework and a empirical analysis. The theoretical framework is based on a study of literature and provides the foundation necessary for the empirical analysis. The empirical analysis consists of the collection of primary data by means of a questionnaire and the statistical interpretation thereof. The questionnaire was specifically compiled for this thesis. Findings of the paper include that "Made in Germany" is generally considered to be a competitive advantage over companies with a non-German national identity. Both the theoretical framework and the empirical analysis indicate that the national image of Germany and its accompanying positive reputation has been introduced successfully to Western Australia, although German companies operating within Australia seem to adopt a "Be German, Act Australian" approach. A German dominance prevails in the ownership of the organisation while nationality of staff, in-house business culture and management styles and principles are predominantly non-German/Australian. Respondents thus act and are global and local at the same time. Inhaltsverzeichnis:Table of Contents: List of Tables and Figuresiii Executive [...]
Country image and related constructs, such as country reputation, brand, and identity, have been subjects of debate in fields such as marketing, psychology, sociology, communication, and political science. This volume provides an overview of current scholarship, places related research interests across disciplines in a common context, and illustrates connections among the constructs. Discussing how different scholarly perspectives can be applied to answer a broad range of related research questions, this volume aims to contribute to the emergence of a more theoretical, open, and interdisciplinary study of country image, reputation, brand, and identity.
This book introduces researchers, students and the general public to an intriguing phenomenon at the intersection of diverse fields: national branding. In particular, it uses representative cases particularly to show how China responded to major challenges, not only in the distant past, but also especially in our hectic age of national image construction. By pursuing an interdisciplinary, socio-historical approach, the book sheds new light on the role of cultural symbols in national image building. As such, readers will learn how China has exploited its “black-and-white” tradition – calligraphy and painting – in the construction of a national image.
Are you at risk of being trapped in an uncompetitive business? Chances are the strategies that worked well for you even a few years ago no longer deliver the results you need. Dramatic changes in business have unearthed a major gap between traditional approaches to strategy and the way the real world works now. In short, strategy is stuck. Most leaders are using frameworks that were designed for a different era of business and based on a single dominant idea—that the purpose of strategy is to achieve a sustainable competitive advantage. Once the premise on which all strategies were built, this idea is increasingly irrelevant. Now, Columbia Business School professor and globally recognized strategy expert Rita Gunther McGrath argues that it’s time to go beyond the very concept of sustainable competitive advantage. Instead, organizations need to forge a new path to winning: capturing opportunities fast, exploiting them decisively, and moving on even before they are exhausted. She shows how to do this with a new set of practices based on the notion of transient competitive advantage. This book serves as a new playbook for strategy, one based on updated assumptions about how the world works, and shows how some of the world’s most successful companies use this method to compete and win today. Filled with compelling examples from “growth outlier” firms such as Fujifilm, Cognizant Technology Solutions, Infosys, Yahoo! Japan, and Atmos Energy, The End of Competitive Advantage is your guide to renewed success and profitable growth in an economy increasingly defined by transient advantage.
National governments around the world are turning to branding consultants, public relations advisers and strategic communications experts to help them "brand" their jurisdiction. Using the tools, techniques and expertise of commercial branding is believed to help nations articulate more coherent and cohesive identities, attract foreign capital, and maintain citizen loyalty. In short, the goal of nation branding is to make the nation matter in a world where borders and boundaries appear increasingly obsolete. But what actually happens to the nation when it is reconceived as a brand? How does nation branding change the terms of politics and culture in a globalized world? Through case studies in twelve countries and in-depth interviews with nation branding experts and their national clients, Melissa Aronczyk argues that the social, political and cultural discourses constitutive of the nation have been harnessed in new and problematic ways, with far-reaching consequences for both our concept of the nation and our ideals of national citizenship. Branding the Nation challenges the received wisdom about the power of brands to change the world, and offers a critical perspective on these new ways of conceiving value and identity in the globalized twenty-first century. This book is about how nation branding became a worldwide phenomenon and a professional transnational practice. It is also about how nation branding has become a solution to perceived contemporary problems affecting the space of the nation state: problems of economic development, democratic communication, and especially national visibility and legitimacy amidst the multiple global flows of late modernity. In this book, Melissa Aronczyk charts the political, cultural and economic rationales by which the nation has been made to matter in a twenty-first-century context of global integration.