Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry
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 fashio...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2014-08-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/186 |
| _version_ | 1818555446830563328 |
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| author | Mariana Bassi Sutter Edison Fernandes Polo Maria Laura Ferranty Maclennan |
| author_facet | Mariana Bassi Sutter Edison Fernandes Polo Maria Laura Ferranty Maclennan |
| author_sort | Mariana Bassi Sutter |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-12-12T09:53:35Z |
| format | Article |
| id | doaj.art-0f6a4fae96b645948a44bbbf18429f92 |
| institution | Directory Open Access Journal |
| issn | 1980-4865 |
| language | English |
| last_indexed | 2024-12-12T09:53:35Z |
| publishDate | 2014-08-01 |
| publisher | Escola Superior de Propaganda e Marketing - ESPM |
| record_format | Article |
| series | Internext: Revista Eletrônica de Negócios Internacionais |
| spelling | doaj.art-0f6a4fae96b645948a44bbbf18429f922022-12-22T00:28:11ZengEscola Superior de Propaganda e Marketing - ESPMInternext: Revista Eletrônica de Negócios Internacionais1980-48652014-08-0192759310.18568/1980-4865.9275-93177Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industryMariana Bassi Sutter0Edison Fernandes Polo1Maria Laura Ferranty Maclennan2Universidade de São Paulo - FEA/USPUniversidade de São Paulo - FEA/USPUniversidade de São Paulo - FEA/USPThe 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.https://internext.espm.br/internext/article/view/186vantagem competitivaimagem do país de origemmodabrasilidade |
| spellingShingle | Mariana Bassi Sutter Edison Fernandes Polo Maria Laura Ferranty Maclennan Country of origin image attributes as a source of competitive advantage: study in international brazilian fashion industry Internext: Revista Eletrônica de Negócios Internacionais vantagem competitiva imagem do país de origem moda brasilidade |
| title | 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_short | 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 |
| topic | vantagem competitiva imagem do país de origem moda brasilidade |
| url | https://internext.espm.br/internext/article/view/186 |
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