Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Internext |
Texto Completo: | https://internext.espm.br/internext/article/view/186 |
Resumo: | The study sought to understand which attributes of the country of origin image are source of international competitive advantage in the context of Brazilian fashion. From the theoretical framework related to competitive advantage, country of origin image, Brazilianness and their attributes in fashion, we conducted exploratory research with a qualitative approach. The results suggest that the image of Brazil is understood by the international fashion market in accordance with the attributes of the literature. However (i) in fashion, market still does not have a steady concept on the image of Brazil, (ii) Brazilianness attributes in fashion can be a source of competitive advantage in international trades if they are communicated, promoted and understood by the international market; finally, (iii) among the eight Brazilianness trendy attributes identified in the literature, four were highlighted as differentiators: shape and volumes, colors, prints and lifestyle. |
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Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industryAtributos da imagem do país de origem como fonte de vantagem competitiva: estudo no segmento internacional da moda brasileiraCompetitive advantageCountry of origin imageFashionBraziliannessVantagem competitivaImagem do País de OrigemModaBrasilidadeThe study sought to understand which attributes of the country of origin image are source of international competitive advantage in the context of Brazilian fashion. From the theoretical framework related to competitive advantage, country of origin image, Brazilianness and their attributes in fashion, we conducted exploratory research with a qualitative approach. The results suggest that the image of Brazil is understood by the international fashion market in accordance with the attributes of the literature. However (i) in fashion, market still does not have a steady concept on the image of Brazil, (ii) Brazilianness attributes in fashion can be a source of competitive advantage in international trades if they are communicated, promoted and understood by the international market; finally, (iii) among the eight Brazilianness trendy attributes identified in the literature, four were highlighted as differentiators: shape and volumes, colors, prints and lifestyle.O estudo buscou compreender quais e se atributos da imagem do país de origem representam fonte de vantagem competitiva no mercado internacional no contexto da moda brasileira. Levantou-se o referencial teórico relacionado às fontes de vantagens competitivas, à imagem do país de origem, à brasilidade e aos seus atributos na moda. Realizou-se pesquisa empírica exploratória de abordagem qualitativa. Os resultados sugerem que a imagem do Brasil é entendida pelo mercado internacional da moda em conformidade com os atributos da literatura. No entanto, (i) na moda, o mercado ainda não tem um conceito formado sobre a imagem do Brasil; (ii) os atributos da brasilidade na moda podem ser fonte de vantagem competitiva em transações internacionais se forem comunicados e compreendidos pelo mercado internacional; por fim, (iii) dentre os oito atributos brasilidade na moda identificados na literatura, quatro foram destacados como diferenciadores: forma e volumes, cores, estampas e estilo de vida.Escola Superior de Propaganda e Marketing - ESPM2014-08-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://internext.espm.br/internext/article/view/18610.18568/1980-4865.9275-93Internext - International Business and Management Review ; Vol. 9 No. 2 (2014): MAIO/AGOSTO; 75-93Internext; v. 9 n. 2 (2014): MAIO/AGOSTO; 75-931980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMengporhttps://internext.espm.br/internext/article/view/186/210https://internext.espm.br/internext/article/view/186/198Copyright (c) 2015 Internextinfo:eu-repo/semantics/openAccessSutter, Mariana BassiPolo, Edison FernandesMaclennan, Maria Laura Ferranty2023-06-06T20:34:00Zoai:ojs.emnuvens.com.br:article/186Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-06-06T20:34Internext - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.none.fl_str_mv |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry Atributos da imagem do país de origem como fonte de vantagem competitiva: estudo no segmento internacional da moda brasileira |
title |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry |
spellingShingle |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry Sutter, Mariana Bassi Competitive advantage Country of origin image Fashion Brazilianness Vantagem competitiva Imagem do País de Origem Moda Brasilidade |
title_short |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry |
title_full |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry |
title_fullStr |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry |
title_full_unstemmed |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry |
title_sort |
Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry |
author |
Sutter, Mariana Bassi |
author_facet |
Sutter, Mariana Bassi Polo, Edison Fernandes Maclennan, Maria Laura Ferranty |
author_role |
author |
author2 |
Polo, Edison Fernandes Maclennan, Maria Laura Ferranty |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Sutter, Mariana Bassi Polo, Edison Fernandes Maclennan, Maria Laura Ferranty |
dc.subject.por.fl_str_mv |
Competitive advantage Country of origin image Fashion Brazilianness Vantagem competitiva Imagem do País de Origem Moda Brasilidade |
topic |
Competitive advantage Country of origin image Fashion Brazilianness Vantagem competitiva Imagem do País de Origem Moda Brasilidade |
description |
The study sought to understand which attributes of the country of origin image are source of international competitive advantage in the context of Brazilian fashion. From the theoretical framework related to competitive advantage, country of origin image, Brazilianness and their attributes in fashion, we conducted exploratory research with a qualitative approach. The results suggest that the image of Brazil is understood by the international fashion market in accordance with the attributes of the literature. However (i) in fashion, market still does not have a steady concept on the image of Brazil, (ii) Brazilianness attributes in fashion can be a source of competitive advantage in international trades if they are communicated, promoted and understood by the international market; finally, (iii) among the eight Brazilianness trendy attributes identified in the literature, four were highlighted as differentiators: shape and volumes, colors, prints and lifestyle. |
publishDate |
2014 |
dc.date.none.fl_str_mv |
2014-08-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://internext.espm.br/internext/article/view/186 10.18568/1980-4865.9275-93 |
url |
https://internext.espm.br/internext/article/view/186 |
identifier_str_mv |
10.18568/1980-4865.9275-93 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://internext.espm.br/internext/article/view/186/210 https://internext.espm.br/internext/article/view/186/198 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Internext info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Internext |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing - ESPM |
dc.source.none.fl_str_mv |
Internext - International Business and Management Review ; Vol. 9 No. 2 (2014): MAIO/AGOSTO; 75-93 Internext; v. 9 n. 2 (2014): MAIO/AGOSTO; 75-93 1980-4865 reponame:Internext instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Internext |
collection |
Internext |
repository.name.fl_str_mv |
Internext - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
internext@espm.br |
_version_ |
1793890309518655488 |