Rok wydania: 2020
Numer czasopisma: 3
Słowa kluczowe: efekt kraju pochodzenia (COO), rynki wschodzące, perspektywa menedżerów/strategiczna
Strony: 18-27
Język publikacji: Polski
Czynniki decydujące o strategicznym znaczeniu kraju pochodzenia – perspektywa menedżerów przedsiębiorstw branży AGD z rynków wschodzących
Abstrakt
Celem artykułu jest identyfikacja czynników decydujących o znaczeniu wymiarów kraju pochodzenia (COO) dla strategii przedsiębiorstw z rynków wschodzących z perspektywy menedżerów. Zastosowano częściowo ustrukturyzowane wywiady pogłębione z 11 menedżerami z 9 przedsiębiorstw branży AGD z rynków wschodzących. Zidentyfikowano następujące czynniki decydujące o znaczeniu kraju pochodzenia dla strategii tych przedsiębiorstw: (1) branżowe: specyfika branży lub kategorii produktów, koncentracja produkcji w określonych krajach, standardy jakości produkcji w fabrykach, dostępność części (zamiennych) i dostęp do sieci serwisowej, (2) konkurencyjne: znaczenie i udziały marek detalistów w rynku, istnienie/kreowanie silnych marek z danego kraju i siła skojarzeń marki z danym krajem, (3) konsumenckie: wiedza konsumentów o pochodzeniu produktu/marki/ kraju pochodzenia części, percepcja krajów i regionów przez konsumentów, wiek konsumentów, dochody konsumentów, etnocentryzm konsumencki i działania wspierające patriotyzm konsumencki, trendy konsumenckie, specyfika grupy docelowej marki, wiedza konsumentów z danego kraju nt. kategorii produktowej, (4) instytucjonalne: promocja danego kraju na rynkach zagranicznych. Badanie przyczynia się do rozwoju wiedzy na temat strategicznego znaczenia COO i jego wymiarów z perspektywy menedżerskiej.
Bibliografia
[1] Ahmed Z.U., Zbib I., Sikander A. (2012), Does Country of Brand Origin (COBO) Matter for the Lebanese Consumers? Does Country of Origin Matter for Low-involvement Products? „EuroMed Journal of Business”, Vol. 7, No. 2, pp. 108–128.
[2] Aichner T. (2014), Country-of-origin Marketing: A List of Typical Strategies with Examples, „Journal of Brand Management”, Vol. 21, No. 1, pp. 81–93.
[37] Applia (2018), Raport AGD 2018, http://applia.pl/wpcontent/uploads/2019/01/APPLIA. PL_raport-AGD-2018.pdf, data dostępu: 22.03.2019 r.
[3] Beverland, M., Lindgreen, A. (2002), Using Country of Origin in Strategy: The Importance of Context and Strategic Action, „The Journal of Brand Management”, Vol. 10, No. 2, pp. 147–167.
[4] Chailan C., Ille F. (2015), Branding from Emerging Countries: How to Compete Internationally? „Critical Perspectives on International Business”, Vol. 11, No. 1, pp. 54–71.
[5] Chailan C. (2010), From an Aggregate to a Brands Network: a Study of the Brand Portfolio at L’Oréal, „Journal of Marketing Management”, Vol. 26, No. 1, pp. 74–89.
[6] Chen Y., Su Y. (2012), Do Country-of-manufacture and Country-of-design Matter to Industrial Brand Equity? „Journal of Business and Industrial Marketing”, Vol. 27, No. 1, pp. 57–68.
[7] Contractor F.J., Kumar V., Kundu S.K., Pedersen T. (2010), Reconceptualizing the Firm in a World of Outsourcing and Offshoring: The Organizational and Geographical Relocation of High-value Company Functions, „Journal of Management Studies”, Vol. 47, No. 8, pp. 1417–1433.
[8] Denyer D., Tranfield D. (2006), Using Qualitative Synthesis to Build an Actionable Knowledge Base, „Management Decision”, Vol. 44, No. 2, pp. 213–227.
[9] Dinnie K. (2004), Country-of-origin 1965–2004: A Literature Review, „Journal of Customer Behaviour”, Vol. 3, No. 2, pp. 165–213.
[10] Fan Y. (2008), Country of Origin, Branding Strategy and Internationalisation: The Case of Chinese Piano Companies, „Journal of Chinese Economic and Business Studies”, Vol. 6, No. 3, pp. 303–319.
[11] Galetta A. (2013), Mastering the Semi-structured Interview and Beyond, New York University Press, New York and London.
[12] Gummesson E. (2000), Qualitative Methods in Management Research, 2nd ed, Sage, Newbury Park, CA.
[13] Hynes N., Caemmerer B., Martin E. Masters E. (2014), Use, Abuse or Contribute!: A Framework for Classifying how Companies Engage with Country Image, „International Marketing Review”, Vol. 31, No. 1, pp. 79–97.
[14] Josiassen A., Assaf A. (2010), Country-of-origin Contingencies: Their Joint Influence on Consumer Behavior, „Asia Pacific Journal of Marketing and Logistics”, Vol. 22, No. 3, pp. 294–313.
[15] Lim K., O’Cass A. (2001), Consumer Brand Classifications: An Assessment of Culture of Origin vs. COO, „Journal of Product and Brand Management”, Vol. 10, No. 2, pp. 120–136.
[16] Magnusson P., Westjohn S.A, Zdravkovic S. (2011), What? I Thought Samsung was Japanese: Accurate or Not, Perceived Country of Origin Matters, „International Marketing Review”, Vol. 28, No. 5, pp. 454–472.
[17] Nagashima A. (1977), A Comparative Model „Made in” Product Image Survey among Japanese Businessmen, „Journal of Marketing”, Vol. 41, No. 3, pp. 95–100.
[18] Nagashima A. (1970), A Comparison of Japanese and U.S. Attitudes toward Foreign Products, „Journal of Marketing”, Vol. 34, No. 1, pp. 68–74.
[19] Pecotich A., Ward S. (2007), Global Branding, Country of Origin and Expertise: An Experimental Evaluation, „International Marketing Review”, Vol. 24, No. 3, pp. 271–296.
[20] Phau I., Chao P., Wang X., Yang Z. (2008), Does Country-of-origin Matter in the Relationship Between brand Personality and Purchase Intention in Emerging Economies? „International Marketing Review”, Vol. 25, No. 4, pp. 458–474.
[21] Pickard A.J. (2007), Research Methods in Information, Facet Publishing, London.
[22] Piron F. (2000), Consumers` Perception of the Country-of-origin Effect on Purchasing Intentions of (In)conspicuous Products, „Journal of Consumer Marketing”, Vol. 17, No. 4, pp. 308–321.
[38] MSCI (2018), MSCI Annual Market Classification Review, https://www.msci. com/market-classification, access date: 02.11.2018.
[23] Rashid A., Barnes L., Warnaby G. (2016), Management Perspectives on Country of Origin, „Journal of Fashion Marketing and Management”, Vol. 20, No. 2, pp. 230–244.
[24] Reardon J., Vianelli D., Miller C. (2017), The Effect of COO on Retail Buyers` Prospensity to Trial New Products, „International Marketing Review”, Vol. 34, No. 2, pp. 311–328.
[25] Russell C., Russell D. (2010), Guilty by Stereotypic Association: Country Animosity and Brand Prejudice and Discrimination, „Marketing Letters”, Vol. 21, No. 4, pp. 413–425.
[26] Samiee S., Shimp T.A., Sharma S. (2005), Brand Origin Recognition Accuracy: Its Antecedents and Consumers’ Cognitive Limitations, „Journal of International Business Studies”, Vol. 36, No. 4, pp. 379–397.
[27] Saunders M., Lewis P., Thornhill A. (1997), Research Methods for Business Students, Pitman Publishing, London.
[28] Schooler R.D. (1965), Product Bias in the Central American Common Market, „Journal of Marketing Research”, Vol. 2, No. 4, pp. 394–397.
[29] Schooler R.D., Sunoo D.H. (1969), Consumer Perceptions of International Products, „Social Science Quarterly”, Vol. 49 (March), pp. 886–890.
[30] Stadelmann M., Schubert R. (2018), How do Different Designs of Energy Labels Influence Purchases of Household Appliances? A Field Study in Switzerland, „Ecological Economics”, Vol. 144, No. 6, pp. 112–123.
[31] Steenkamp J.B.E.M., Batra R., Alden D.L. (2003), How Perceived Brand Globalness Creates Brand Value, „Journal of International Business Studies”, Vol. 34, No. 1, pp. 53–65.
[32] Styśko-Kunkowska M. (2014), Interviews as a Qualitative Research Method in Management and Economics Sciences, Szkoła Główna Handlowa, Warszawa.
[33] Thakor M.V., Lavack A.M. (2003), Effect of Perceived Brand Origin Association on Consumer Perceptions of Quality, „Journal of Product and Brand Management”, Vol. 1, No. 2(3), pp. 394–407.
[34] Tse D.K., Lee W.N. (1993), Removing Negative Country Images: Effects of Decomposition, Branding, and Product Experience, „Journal of International Marketing”, Vol. 1, No. 4, pp. 25–48.
[35] Usunier J.C. (2006), Relevance in Business Research: The Case of Country-of-origin Research in Marketing, „European Management Review”, Vol. 3, No. 2, pp. 60–73.
[36] Verlegh P., Steenkamp J.B. (1999), A Review and Meta-analysis of Country-of-origin Research, „Journal of Economic Psychology”, Vol. 20, No. 5, pp. 521–546.