Understanding changes on the country-of-origin effect of Portugal

Detalhes bibliográficos
Autor(a) principal: Silva, Susana Costa e
Data de Publicação: 2016
Outros Autores: Saraiva, Lucénio
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/22777
Resumo: The purpose of this study is to understand the international perception of Portugal, as well as the strategies used by Portuguese companies to overcome any possible negative country-of-origin (COO) effect. The paper focuses on companies belonging to different Portuguese businesses: wine, footwear and electromechanical. Cases were chosen because of the dynamic process that was correctly put forward at different levels. The results show that Portuguese companies are interested in getting to know how to accommodate or be part of that dynamic process, as this seems to be crucial if they want to succeed in international markets. The perception of Portugal is improving, and there seems to be signs of a positive COO effect being created in some instances. Most of the achievements are due to the previous success of Portuguese businesses and businesspeople in international markets that have been able to create a positive reputation. The key to success seems to be rooted in how companies combine their unique resources with technological innovations and strategic tools, backed by public policy. This study contributes to enhance the knowledge of managers on the COO effect and its effects on companies, by presenting different levels of analysis: company, industry and country level.
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spelling Understanding changes on the country-of-origin effect of PortugalCOO effectProduct evaluationInternational marketingPerceptionPortugalThe purpose of this study is to understand the international perception of Portugal, as well as the strategies used by Portuguese companies to overcome any possible negative country-of-origin (COO) effect. The paper focuses on companies belonging to different Portuguese businesses: wine, footwear and electromechanical. Cases were chosen because of the dynamic process that was correctly put forward at different levels. The results show that Portuguese companies are interested in getting to know how to accommodate or be part of that dynamic process, as this seems to be crucial if they want to succeed in international markets. The perception of Portugal is improving, and there seems to be signs of a positive COO effect being created in some instances. Most of the achievements are due to the previous success of Portuguese businesses and businesspeople in international markets that have been able to create a positive reputation. The key to success seems to be rooted in how companies combine their unique resources with technological innovations and strategic tools, backed by public policy. This study contributes to enhance the knowledge of managers on the COO effect and its effects on companies, by presenting different levels of analysis: company, industry and country level.Veritati - Repositório Institucional da Universidade Católica PortuguesaSilva, Susana Costa eSaraiva, Lucénio2017-08-04T16:46:05Z20162016-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/22777engSILVA, Susana Costa e; SARAIVA, Lucénio - Understanding changes on the country of origin effect of Portugal. Studia Universitatis Babe-Bolyai Oeconomica. ISSN 2065-9644. Vol. 61, n.º 3 (2016), p. 3-192065-964410.1515/subboec-2016-0001info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:28Zoai:repositorio.ucp.pt:10400.14/22777Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:29.892558Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Understanding changes on the country-of-origin effect of Portugal
title Understanding changes on the country-of-origin effect of Portugal
spellingShingle Understanding changes on the country-of-origin effect of Portugal
Silva, Susana Costa e
COO effect
Product evaluation
International marketing
Perception
Portugal
title_short Understanding changes on the country-of-origin effect of Portugal
title_full Understanding changes on the country-of-origin effect of Portugal
title_fullStr Understanding changes on the country-of-origin effect of Portugal
title_full_unstemmed Understanding changes on the country-of-origin effect of Portugal
title_sort Understanding changes on the country-of-origin effect of Portugal
author Silva, Susana Costa e
author_facet Silva, Susana Costa e
Saraiva, Lucénio
author_role author
author2 Saraiva, Lucénio
author2_role author
dc.contributor.none.fl_str_mv Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Silva, Susana Costa e
Saraiva, Lucénio
dc.subject.por.fl_str_mv COO effect
Product evaluation
International marketing
Perception
Portugal
topic COO effect
Product evaluation
International marketing
Perception
Portugal
description The purpose of this study is to understand the international perception of Portugal, as well as the strategies used by Portuguese companies to overcome any possible negative country-of-origin (COO) effect. The paper focuses on companies belonging to different Portuguese businesses: wine, footwear and electromechanical. Cases were chosen because of the dynamic process that was correctly put forward at different levels. The results show that Portuguese companies are interested in getting to know how to accommodate or be part of that dynamic process, as this seems to be crucial if they want to succeed in international markets. The perception of Portugal is improving, and there seems to be signs of a positive COO effect being created in some instances. Most of the achievements are due to the previous success of Portuguese businesses and businesspeople in international markets that have been able to create a positive reputation. The key to success seems to be rooted in how companies combine their unique resources with technological innovations and strategic tools, backed by public policy. This study contributes to enhance the knowledge of managers on the COO effect and its effects on companies, by presenting different levels of analysis: company, industry and country level.
publishDate 2016
dc.date.none.fl_str_mv 2016
2016-01-01T00:00:00Z
2017-08-04T16:46:05Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/22777
url http://hdl.handle.net/10400.14/22777
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv SILVA, Susana Costa e; SARAIVA, Lucénio - Understanding changes on the country of origin effect of Portugal. Studia Universitatis Babe-Bolyai Oeconomica. ISSN 2065-9644. Vol. 61, n.º 3 (2016), p. 3-19
2065-9644
10.1515/subboec-2016-0001
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eu_rights_str_mv openAccess
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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