International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made...
Transcript of International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made...
![Page 1: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/1.jpg)
Prof. Antonio González Ph.D.
International MarketingOctober 18, 2019
1
Students’ version
![Page 2: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/2.jpg)
Prof. Antonio González Ph.D. 2
Contents of the session
![Page 3: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/3.jpg)
Prof. Antonio González Ph.D. 3
1. Made in issue
2. Country of Origin
3. Review of previous sessions (volunteers)
![Page 4: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/4.jpg)
Prof. Antonio González Ph.D.
Learning Objective 2
Entry mode strategies
4Prof. Antonio González Ph.D.
![Page 5: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/5.jpg)
Prof. Antonio González Ph.D.
International Marketing Course
5Prof. Antonio González Ph.D.
![Page 6: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/6.jpg)
Prof. Antonio González Ph.D.
0. Introduction
6
![Page 7: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/7.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 7
“Heaven is where policemen are british, chefs
are french, italians are lovers, germans are
engineers and it is all organized by swiss”
![Page 8: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/8.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 8
“Hell is where policemen are german, chefs
are british, swiss are lovers, frenchs are
engineers and it is all organized by italians”
![Page 9: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/9.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 9
Country Brand
Made inCountry of Origin
![Page 10: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/10.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
Made-in effect and Country of Origin may co-exist-An example: Mercedes-Benz
10
Country brand Country of Origin
Made-in effect
Mercedes-Benz carmaker brand
Private Brand
German positioning triggers emotions and feelings (COO) affecting positively the Made-in effect of Mercedes-Benz even if factory is located in countries
with poor quality perception for manufacturing (ie China and
Argentina)
Mercedes-Benz has factories in Germany but also in:
- USA- Spain- China- Argentina - (...)
Country brand positioning affects private brands linked with the country
Germany has a strong positioning in:
- Quality- Manufacturing
Positive leveraging of Germany’s Country Brand facts and symbols for Mercedes Benz
![Page 11: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/11.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 11
Brand Wheel (+ Made in +COO)
Secondary Brand Associations
Secondary Brand Associations
Facts and Symbols
Brand Personality
Core Values
Rational
Emotional-
How does the brand make the buyer feel/look?
What does the brand do for the customer? How would the customer describe the brand?
-
Country of Origin
Made-in
![Page 12: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/12.jpg)
Prof. Antonio González Ph.D.
1. Made-in issue
12
![Page 13: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/13.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
What is Country (Nation) Brand?
13
![Page 14: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/14.jpg)
Prof. Antonio González Ph.D.
How do you define
Country Brand?
14
![Page 15: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/15.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 15
Categories rated:- Export- Tourism- Culture- Investment- Governance- Immigration- Safety- …
Anholt-GfK Nation Brands Index by Ipsos, 2018
1. Made-in and Country Brand: Nation Brand Index
![Page 16: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/16.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 16
Germany #1
- Exports: “made in Germany” as best to buy
- Ranked first in China for Export, Governance, People, Immigration and Investments
Japan #2
- Gains in Governance and People
US #6
- Eroded by Culture, Governance and People
South Korea and Russia
- Improved thanks to Winter Olympics and FIFA World Cup
1. Made-in and Country Brand
![Page 17: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/17.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
1. Made-in and Country Brand
17
The more developed the country is, the higher quality perception by clients
Made-in effect is the ability to influence on customers’
perception of quality
Made-in effect is closely related to customers’ knowledge
on a particular country and the country development (Romeo & Roth, 1992)
![Page 18: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/18.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 18
Made-in effect is created mainly by rational facts and symbols, related to where
the a given product is actually manufactured
Considering the link between made-in effect and country brand, factors
affecting quality perception are: (for instance “made in Germany”)
- Quality of raw materials,
- Level of internal competition
- Years of manufacturing expertise
- Country specific factors (positioning over the years)Adapted by prof. Antonio González Ph.D. from Kalicharan, 2014
1. Made-in and Country Brand
![Page 19: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/19.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 19
★ Country brand becomes a driver on quality
assessment for customers because countries are
perceived as having specific skills and abilities
★ Customers are influenced not by all product
manufactured in one country but only for specific
products or industries: french perfumes, italian
fashion, spanish tourism, german manufacturing, (O’Shaughnessy, 2002)
1. Made-in and Country Brand
![Page 20: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/20.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 20
Source Hakuhodo Habit Report, , 2016
1. Made-in and Country Brand: made in Japan example
![Page 21: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/21.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 21
Source Hakuhodo Habit Report, , 2016
1. Made-in and Country Brand: made in Japan example
![Page 22: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/22.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
Hakuhodo Habit Report shows that chinese love japanese products even though there’s a long story of war and rivalry:
The positioning of Made in Japan is able even to overcome the resonance of The Slaughter of Nanking by Japanese troops in 1937
22
1. Made-in and Country Brand: made in Japan example
![Page 23: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/23.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 23
1. Made-in and Country Brand: trademark application
![Page 24: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/24.jpg)
Prof. Antonio González Ph.D.
2. Country of Origin
24
![Page 25: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/25.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 25
2. Country of Origin: Country of Origin (COO) is referred to the nation where a
product is manufactured or branded.
However, the difference between Made-in vs COO: COO is
an emotional response to the images of a country,
produced in customers’ minds, mainly emotions and
feelings
Adapted by prof. Antonio González Ph.D. from Czinkota, 2013
![Page 26: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/26.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 26
2. Country of Origin: Customer awareness of COO triggers a reaction based on the positioning of the
“country brand” (or “nation brand”) that will affect positively or negatively to the
product positioning. Examples:
- Mercedes Benz (COO is Germany) Made in Argentina:
“MB is a good car because it’s german!”
- iPhone designed in California by Apple. Made in China by Foxconn:
“It is an Apple product so no matter if it’s assembled in China!”
![Page 27: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/27.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 27
2. Country of Origin: why is it important? Country of Origin (COO) affects directly to clients perception (remember
positioning=perception=reality) and product quality, biasing behaviours and
willingness to purchase
![Page 28: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/28.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
So, why is COO positioning important?
Because the better positioning, the more we sell(and more expensive)
28
2. Country of Origin: why is it important?
![Page 29: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/29.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
2. Country of Origin: motivations
29
The capacity of countries to perform in specific industries varies over time
Customers are affected by the origin of the products they purchase due to
different motivations:
- The positioning of the country of origin regarding the nature of a given
product (quality, design, cost, …) linked with the utility that the customer is
looking for
- Others are indifferent to country origin effect (very few)
![Page 30: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/30.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
2. Country of Origin: motivations
30
- Some customers will favor home country products due to national pride
(We will make America great again)
![Page 31: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/31.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 31
Customer believes on COO are often a simplification of reality and
are influenced by different factors:
1. Stereotypes, that vary regarding the origin of the judge and the
product category that customer is assessing
Example: Japanese cars are disdained by Indians but prized by
Russians
2. Country of Origin: factors
![Page 32: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/32.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 32
2. Nation origin of the firm and
location where it is actually
manufactured
Example: customers may love german
Volkswagen even if the factory is
located outside Germany
2. Country of Origin: factors
![Page 33: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/33.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 33
3. COO perceptions change as far as countries develop with time
Example: IT professionals from India and Russia are well positioning nowadays
even if 20 years ago (ie) they were not perceived as leaders in this field
2. Country of Origin: factors
![Page 34: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/34.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 34
4. Demographics: seniors and low
educated people tend to favour
national products shunning
foreign goods
Example: Brexit supporters
2. Country of Origin: factors
![Page 35: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/35.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 35
5. Ethnocentricity:
customers tend to select foreign products from countries that have
cultural, political and economic similarities (short CAGE distance)
Example: Spain and Latin America
Cosmopolitanism or world minded is the contrast of Ethnocentricity
Cosmopolitan is someone who maintains a network of links and personal contacts with those
outside the immediate community, willing to venture into other cultures (Czinkota, 2013)
2. Country of Origin: factors
![Page 36: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/36.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
2. Country of Origin: factors
36
![Page 37: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/37.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 37
Differences in national economic structures, values, cultures, institutions and
histories contribute profoundly to competitive success (Porter, 1998)
International success by a nation’s industry is possessing competitive
advantage relative to the best worldwide competitors
2. Country of Origin: competitive advantage
![Page 38: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/38.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 38
3 generic strategies (Porter, 1983):
1. Cost Leadership (ie China
shipyards)
2. Differentiation (ie Korea tankers)
3. Focused, concentrating on
specialized products (ie icebreaker
ships in Sweden)
2. Country of Origin: competitive advantage
![Page 39: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/39.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 39
Determinant factors on Nation Competitive
Advantage:
1. Factor conditions (production, skilled labour ...)
2. Strategy, rivalry and structure
3. Demand conditions
4. Related and supporting industries
Porter, Michael E The Competitive Advantage of Nations, 1998
2. Country of Origin: competitive advantage
![Page 40: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/40.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 40
Determinant factors on Nation Competitive
Advantage- Factor Conditions:
- Cluster of domestic rivals stimulates infrastructure
creation
- Home demand influences priorities on factor crafting
- Perceived national challenges stimulate factor
creation
- Related and supporting industries boost the creation
of transferable factors Porter, Michael E The Competitive Advantage of Nations, 1998
2. Country of Origin: competitive advantage
![Page 41: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/41.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 41
Determinant factors on Nation Competitive
Advantage- Firm’s Strategy, Rivalry and Structure:
- Abundance or specialized factor spawn new
entrants
- New entrants from supporting industries
- Early product penetration feeds entry
- World class user enter supplying industries
Porter, Michael E The Competitive Advantage of Nations, 1998
2. Country of Origin: competitive advantage
![Page 42: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/42.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 42
Determinant factors on Nation Competitive
Advantage- Demand Conditions:
- Intense rivalry makes home demand larger and
sophisticated
- Infrastructure attracts FDI, students and labour force
- Complementary successful products pull through
foreign demand for industry product
- Image of world class benefits an industry
Porter, Michael E The Competitive Advantage of Nations, 1998
2. Country of Origin: competitive advantage
![Page 43: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/43.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 43
Determinant factors on Nation Competitive
Advantage- Supporting Industries:
- Specialized factors are transferable to
supporting industries
- Domestic rivalry encourages specialized
suppliers
- Large or growing home demand stimulates
supplier industriesPorter, Michael E The Competitive Advantage of Nations, 1998
2. Country of Origin: competitive advantage
![Page 44: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/44.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 44
2. Country of Origin: competitive advantage The role of Government (policy
and investment) is vital because it influences 4 determinantsIE: Japan and South-Korea
![Page 45: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/45.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 45
2. Country of Origin: competitive advantage
![Page 46: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/46.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 46
2. Country of Origin: competitive advantage Marketers must recognize COO images and leverage them when developing
the marketing strategy to enter foreign markets
Highly nationalist countries tend to encourage self-sufficient even at the
expense of economic efficiency
Example: Swedish companies found that buyers prefered to deal with
domestic suppliers but would use foreign suppliers when necessary
Lars Hallen, 1982. "International Purchasing in a Small Country: An Exploratory Study of Five Swedish Firms," Journal of International Business Studies, vol. 13(3), pages 99-112, September.
![Page 47: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/47.jpg)
Prof. Antonio González Ph.D.
3. Examples of Country Brand
47
![Page 48: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/48.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
New York City
48
![Page 49: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/49.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 49
All You Need is Ecuador
![Page 50: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/50.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
Sweden, the capital of Scandinavia
50
![Page 51: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/51.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 51
Madrid Never Ends
![Page 52: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/52.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 52
Madrid Never Ends
![Page 53: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/53.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D. 53
Madrid Never Ends
![Page 54: International Marketing Students’ versionmy.liuc.it/MatSup/2019/A22555/S8_student_version_Made in_and_Co… · German positioning triggers emotions and feelings (COO) affecting](https://reader035.fdocuments.in/reader035/viewer/2022071101/5fd9fe601203ab7e2a6c54a5/html5/thumbnails/54.jpg)
Antonio González Ph.D. - Sales & Marketing professor IE Business School
Remember:
We r selling
24/7!Thanks for
your attention
54