A quantitative approach to guiding the promotional efforts of IPAs in emerging markets

Sirr, Gordon; Garvey, John; Gallagher, Liam A.

doi:10.1016/j.ibusrev.2011.07.006

Cited by 7 publications

(8 citation statements)

References 40 publications

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“…Collaborating with this assertion is the study by Sirr et al (2012), who argued that building country image creates a perception of a country as an attractive place for the FDI and attempts to improve the opinions of potential investors. This is one of the efforts that the investment promotion agencies carry out.…”

Section: Resultsmentioning

confidence: 99%

“…In fact, the concept of a country as a brand is of mutual interest between academics and professionals (Hakala et al , 2013) because of its limited theory, theoretical controversy and complexity (Rojas-Méndez, 2013). Inserted in this complexity is firms’ internationalization, an increasingly recurring phenomenon that has grown exponentially in the global economy (Aharoni and Brock, 2010), characterized by the breakdown of trade barriers between countries and intense competition for investments (Sirr et al , 2012).…”

Section: Resultsmentioning

confidence: 99%

“…In a global market, FDI flows can be measured in two ways: inward foreign direct investment (IFDI), when the investment flows are from abroad and go direct to a country, and outward foreign direct investment (OFDI), when the investment flows go abroad, leave the country. Both these types of metrics are considered important, once it is one of the main components of economic development (Sirr et al , 2012).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Relationship between country brand and internationalization: a literature review

Montanari

Giraldi

Galina

2019

BIJ

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Purpose The purpose of this paper is to explain a possible relationship between the country brand and internationalization topics, searching in the literature the possible connections between them. Design/methodology/approach An integrative literature review of the past 15 years of research (2003–2017) was acquired using the well-known databases Web of Science and Scopus. Findings Studies linking country brand and internationalization are new, often quantitative, descriptive and focused on emerging markets. In terms of content, it was shown first that a country brand, when well-managed, is not only essential to attract foreign direct investment into the country, but it can also help the outflows of investments. Referring specifically to outflows of foreign investment, internationalization affects the country brand, generating positive attitudes toward the brand in international markets. However, it is also affected by the country brand because the country image influences the entry modes of business and the country of origin affects the performance of multinationals abroad. Research limitations/implications With the strengths and deficiencies of a body of literature exposed in this paper, a better understanding of the topic through synthesis can be provided. Practical implications Findings show that internationalization can influence country brand and country image. The internationalization process might positively affect the attitude toward a place brand. In terms of country image, when a company rebranding is entering international markets, it can integrate the brand of its products with the country brand and its image, generating positive effects in relation to brand in the new market. However, this relationship is not clear and should be explored by new studies. Originality/value This paper contributes both to the literature through an overview of the relationship between the two topics and a research agenda for future studies; and to governments and companies by providing information that enables them to become more competitive in the international market.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

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Relationship between country brand and internationalization: a literature review

Montanari

Giraldi

Galina

2019

BIJ

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“…Considerando os investimentos estrangeiros, estes cresceram em proporção e importância desde os anos 50 (Aharoni & Brock, 2010), e devido aos seus vários benefícios, os países ao redor do mundo competem intensamente por eles (Sirr, Garvey & Gallagher, 2012).…”

Section: Essesunclassified

“…O country branding é então uma ferramenta para a promoção do país que cria um impacto positivo na atração de investimentos diretos estrangeiros e na posição econômica geral da nação (Mamuti & Ozguner, 2014). Geralmente, a atração de investimentos é baseada construção da imagem do país como um lugar atrativo para investir, tentando melhorar as percepções dos investidores potenciais e das empresas (Sirr, Garvey & Gallagher, 2012).…”

Section: Essesunclassified

Um ensaio teórico sobre marca-país e sua gestão

Montanari

Giraldi

2018

Internext

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Este artigo apresenta um ensaio teórico visando esclarecer o conceito de marca-país, diferenciando-o de imagem de país e efeito país de origem, e também detalhar sua gestão, explorando sua complexidade e suas diferenças em relação à gestão de marcas de produtos e serviços. Fundamentado na literatura, verificou-se que a marca-país deriva de um processo gerencial, o country branding (gestão de marca-país), que objetiva diferenciar a nação e suas ofertas no mercado internacional com base em sua cultura. Esse processo engloba desde a criação da marca-país até sua comunicação para os diversos públicos alvo, é mais complexo do que para produtos e serviços, e deve considerar os elementos de identidade, posicionamento e imagem de país. A imagem de país muitas vezes é o foco das ações de branding, pois consiste nas associações sobre o país que os consumidores internacionais sustentam em sua memória e é avaliada como uma ferramenta fundamental que pode aumentar o poder da marca-país. Assim, foi possível contribuir tanto para a teoria de marca-país e sua gestão, quanto para os governos, fornecendo informações relevantes que auxiliam na delimitação de ações estratégicas em relação à marca-país e a sua imagem.

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Flying under the radar: Foreign firm visibility and the efficacy of political strategies in emerging economies

Puck

Rogers

Mohr

2013

International Business Review

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A quantitative approach to guiding the promotional efforts of IPAs in emerging markets

Cited by 7 publications

References 40 publications

Relationship between country brand and internationalization: a literature review

Relationship between country brand and internationalization: a literature review

Um ensaio teórico sobre marca-país e sua gestão

Flying under the radar: Foreign firm visibility and the efficacy of political strategies in emerging economies

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