The Coo Effect in the International Brand Positioning Strategy
Abstract Purpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO) effect, when going through the process of internationalization. Design/methodology/approach: The study approa...
Main Authors: | , , , |
---|---|
Format: | Article |
Language: | English |
Published: |
Fundação Instituto de Administração
2016-12-01
|
Series: | Future Studies Research Journal: Trends and Strategies |
Subjects: | |
Online Access: | https://www.revistafuture.org/FSRJ/article/view/279 |
id |
doaj-0ee8f8c24b894a419852f2902d9fd062 |
---|---|
record_format |
Article |
spelling |
doaj-0ee8f8c24b894a419852f2902d9fd0622020-11-24T23:24:45ZengFundação Instituto de AdministraçãoFuture Studies Research Journal: Trends and Strategies2175-58252016-12-018320022610.7444/future.v8i3.279183The Coo Effect in the International Brand Positioning StrategyBarbara Kobuszewski Volles0Marianne Hoeltgebaum1Halissa Odebrecht da Silva2Navid Ghannad3Regional University of Blumenau - FURBRegional University of Blumenau-FURBRegional University of Blumenau - FURBHalmstad UniversityAbstract Purpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO) effect, when going through the process of internationalization. Design/methodology/approach: The study approach a qualitative case study that incorporates two different Chinese companies with subsidiaries settled in Brazil. It was conducted depth interviews with different components of the studied firms. Findings: In this way, it was developed a model that try to explain the positive and/or negative effect of general attributes from China (labor market, institution framework and education) on the brand positioning divers (value preposition, points of leverage, primary target and image reinforcement), which influences on the cost-benefit strategy approach of the brands when positioning internationally. Research limitations/implications: Considering that this research is a qualitative study of two Chinese companies, further qualitative and quantitative studies would be fruitful to the validity of the presented model. Originality/value: In order to contribute to the academic field, it was found that this research present a unique model considering different causes of the COO effect that might affect the international branding positioning.https://www.revistafuture.org/FSRJ/article/view/279brand positioningcountry-of-originChinese companiesgeneral attributesCOO effects |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Barbara Kobuszewski Volles Marianne Hoeltgebaum Halissa Odebrecht da Silva Navid Ghannad |
spellingShingle |
Barbara Kobuszewski Volles Marianne Hoeltgebaum Halissa Odebrecht da Silva Navid Ghannad The Coo Effect in the International Brand Positioning Strategy Future Studies Research Journal: Trends and Strategies brand positioning country-of-origin Chinese companies general attributes COO effects |
author_facet |
Barbara Kobuszewski Volles Marianne Hoeltgebaum Halissa Odebrecht da Silva Navid Ghannad |
author_sort |
Barbara Kobuszewski Volles |
title |
The Coo Effect in the International Brand Positioning Strategy |
title_short |
The Coo Effect in the International Brand Positioning Strategy |
title_full |
The Coo Effect in the International Brand Positioning Strategy |
title_fullStr |
The Coo Effect in the International Brand Positioning Strategy |
title_full_unstemmed |
The Coo Effect in the International Brand Positioning Strategy |
title_sort |
coo effect in the international brand positioning strategy |
publisher |
Fundação Instituto de Administração |
series |
Future Studies Research Journal: Trends and Strategies |
issn |
2175-5825 |
publishDate |
2016-12-01 |
description |
Abstract
Purpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO) effect, when going through the process of internationalization.
Design/methodology/approach: The study approach a qualitative case study that incorporates two different Chinese companies with subsidiaries settled in Brazil. It was conducted depth interviews with different components of the studied firms.
Findings: In this way, it was developed a model that try to explain the positive and/or negative effect of general attributes from China (labor market, institution framework and education) on the brand positioning divers (value preposition, points of leverage, primary target and image reinforcement), which influences on the cost-benefit strategy approach of the brands when positioning internationally.
Research limitations/implications: Considering that this research is a qualitative study of two Chinese companies, further qualitative and quantitative studies would be fruitful to the validity of the presented model.
Originality/value: In order to contribute to the academic field, it was found that this research present a unique model considering different causes of the COO effect that might affect the international branding positioning. |
topic |
brand positioning country-of-origin Chinese companies general attributes COO effects |
url |
https://www.revistafuture.org/FSRJ/article/view/279 |
work_keys_str_mv |
AT barbarakobuszewskivolles thecooeffectintheinternationalbrandpositioningstrategy AT mariannehoeltgebaum thecooeffectintheinternationalbrandpositioningstrategy AT halissaodebrechtdasilva thecooeffectintheinternationalbrandpositioningstrategy AT navidghannad thecooeffectintheinternationalbrandpositioningstrategy AT barbarakobuszewskivolles cooeffectintheinternationalbrandpositioningstrategy AT mariannehoeltgebaum cooeffectintheinternationalbrandpositioningstrategy AT halissaodebrechtdasilva cooeffectintheinternationalbrandpositioningstrategy AT navidghannad cooeffectintheinternationalbrandpositioningstrategy |
_version_ |
1725558966529818624 |