Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul
In their book Blue Ocean Strategy, Kim and Mauborgne (2005) propose a new vision of business strategy: radically change the value proposition offered consumers, reinventing markets in order to turn the current competition irrelevant. This article aims first to discuss the model contribution, focusin...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2008-01-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | http://internext.espm.br/index.php/internext/article/view/51 |
| _version_ | 1811268157642375168 |
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| author | Renata Fernandes Galhanone Sonia Rosa Arbues Decoster |
| author_facet | Renata Fernandes Galhanone Sonia Rosa Arbues Decoster |
| author_sort | Renata Fernandes Galhanone |
| collection | DOAJ |
| description | In their book Blue Ocean Strategy, Kim and Mauborgne (2005) propose a new vision of business strategy: radically change the value proposition offered consumers, reinventing markets in order to turn the current competition irrelevant. This article aims first to discuss the model contribution, focusing on identifying and delivering consumers completely new value sources. Secondly, their strategy is applied on a theoretical exercise. The article proposes the creation of a Blue Ocean for the Brazil country brand, using the concepts forwarded by the authors. The purpose of this exercise is to understand the advantages and complexities involved in the model and, at the same time, explore, albeit theoretically, the potential for this country offered by opportunities generated by one of the trends of international tourism : the medical tourism. |
| first_indexed | 2024-04-12T21:16:47Z |
| format | Article |
| id | doaj.art-166a6e52673b4bbc966372020f4ef5a7 |
| institution | Directory Open Access Journal |
| issn | 1980-4865 |
| language | English |
| last_indexed | 2024-04-12T21:16:47Z |
| publishDate | 2008-01-01 |
| publisher | Escola Superior de Propaganda e Marketing - ESPM |
| record_format | Article |
| series | Internext: Revista Eletrônica de Negócios Internacionais |
| spelling | doaj.art-166a6e52673b4bbc966372020f4ef5a72022-12-22T03:16:25ZengEscola Superior de Propaganda e Marketing - ESPMInternext: Revista Eletrônica de Negócios Internacionais1980-48652008-01-012112014349Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano AzulRenata Fernandes GalhanoneSonia Rosa Arbues DecosterIn their book Blue Ocean Strategy, Kim and Mauborgne (2005) propose a new vision of business strategy: radically change the value proposition offered consumers, reinventing markets in order to turn the current competition irrelevant. This article aims first to discuss the model contribution, focusing on identifying and delivering consumers completely new value sources. Secondly, their strategy is applied on a theoretical exercise. The article proposes the creation of a Blue Ocean for the Brazil country brand, using the concepts forwarded by the authors. The purpose of this exercise is to understand the advantages and complexities involved in the model and, at the same time, explore, albeit theoretically, the potential for this country offered by opportunities generated by one of the trends of international tourism : the medical tourism.http://internext.espm.br/index.php/internext/article/view/51Estratégia EmpresarialMarca-paísTurismo MédicoBusiness StrategyCountry BrandsMedical Tourism |
| spellingShingle | Renata Fernandes Galhanone Sonia Rosa Arbues Decoster Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul Internext: Revista Eletrônica de Negócios Internacionais Estratégia Empresarial Marca-país Turismo Médico Business Strategy Country Brands Medical Tourism |
| title | Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul |
| title_full | Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul |
| title_fullStr | Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul |
| title_full_unstemmed | Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul |
| title_short | Posicionamento da marca-país Brasil: uma proposta de estratégia do Oceano Azul |
| title_sort | posicionamento da marca pais brasil uma proposta de estrategia do oceano azul |
| topic | Estratégia Empresarial Marca-país Turismo Médico Business Strategy Country Brands Medical Tourism |
| url | http://internext.espm.br/index.php/internext/article/view/51 |
| work_keys_str_mv | AT renatafernandesgalhanone posicionamentodamarcapaisbrasilumapropostadeestrategiadooceanoazul AT soniarosaarbuesdecoster posicionamentodamarcapaisbrasilumapropostadeestrategiadooceanoazul |