Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura

Detalhes bibliográficos
Autor(a) principal: Sutter, Mariana Bassi
Data de Publicação: 2015
Outros Autores: MacLennan, Maria Laura Ferranty, Fernandes, Carolina Cristina, Oliveira Jr., Moacir Miranda de
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12100
Resumo: This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.
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spelling Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company NaturaCountry of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company NaturaCOI; Brazilianness; Emerging Market Multinational; Cosmetics; International Marketing.COI; Brazilianness; Emerging Market Multinational; Cosmetics; International marketing.This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.Universidade Nove de Julho - Uninove2015-09-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1210010.5585/remark.v14i3.2834ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 393-4062177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12100/5745Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessSutter, Mariana BassiMacLennan, Maria Laura FerrantyFernandes, Carolina CristinaOliveira Jr., Moacir Miranda de2019-02-19T17:41:52Zoai:https://periodicos.uninove.br:article/12100Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:41:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
title Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
spellingShingle Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
Sutter, Mariana Bassi
COI; Brazilianness; Emerging Market Multinational; Cosmetics; International Marketing.
COI; Brazilianness; Emerging Market Multinational; Cosmetics; International marketing.
title_short Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
title_full Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
title_fullStr Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
title_full_unstemmed Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
title_sort Country of Origin Image and Foreign Markets Strategy: Analysis of the Brazilian Cosmetics Company Natura
author Sutter, Mariana Bassi
author_facet Sutter, Mariana Bassi
MacLennan, Maria Laura Ferranty
Fernandes, Carolina Cristina
Oliveira Jr., Moacir Miranda de
author_role author
author2 MacLennan, Maria Laura Ferranty
Fernandes, Carolina Cristina
Oliveira Jr., Moacir Miranda de
author2_role author
author
author
dc.contributor.author.fl_str_mv Sutter, Mariana Bassi
MacLennan, Maria Laura Ferranty
Fernandes, Carolina Cristina
Oliveira Jr., Moacir Miranda de
dc.subject.por.fl_str_mv COI; Brazilianness; Emerging Market Multinational; Cosmetics; International Marketing.
COI; Brazilianness; Emerging Market Multinational; Cosmetics; International marketing.
topic COI; Brazilianness; Emerging Market Multinational; Cosmetics; International Marketing.
COI; Brazilianness; Emerging Market Multinational; Cosmetics; International marketing.
description This study investigates the use of country of origin image (COI) by an emerging market multinational (EMMN) on their internationalization process.To this end, we integrateCOIliteraturewith the attributes that make up Brazils image abroad.This study conducts aqualitative and descriptive approach using the single case study on the case of the Brazilian company Natura CosmticosS.A. Caseanalysis,relying on discourse analysis, allowed us to find out that the company uses COI as part of its international strategy; COI attributes can be used positively by an EMMN and might contribute to their image abroad.About the first finding, thestudy also points out ways Natura integrates Brazilianness attributes into its international marketing strategy, since Naturas competitive differential is sustained onproductdevelopment based on the biodiversity of Brazilian fauna and flora. Our study shows ways how an EMMN might use COI concept into their international marketing strategy in order to build their image abroad and differentiate itself positively.
publishDate 2015
dc.date.none.fl_str_mv 2015-09-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12100
10.5585/remark.v14i3.2834
url https://periodicos.uninove.br/remark/article/view/12100
identifier_str_mv 10.5585/remark.v14i3.2834
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12100/5745
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 14, n. 3 (2015): Julho - Setembro; 393-406
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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