Breaking the barriers of animosity: innovation in business models as a positioning strategy
Consumer animosity is often studied in the large economies of the world, in order to explain the negative feelings generated by an individual towards another country and its products, due to various political, economic and social conflicts. This study presents three specific developments in this fie...
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| Format: | Article |
| Language: | English |
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Elsevier
2021-07-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844021016480 |
| _version_ | 1819096171215323136 |
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| author | Jose Andres Areiza-Padilla Mihaela Simona Moise Mario Andres Manzi Puertas |
| author_facet | Jose Andres Areiza-Padilla Mihaela Simona Moise Mario Andres Manzi Puertas |
| author_sort | Jose Andres Areiza-Padilla |
| collection | DOAJ |
| description | Consumer animosity is often studied in the large economies of the world, in order to explain the negative feelings generated by an individual towards another country and its products, due to various political, economic and social conflicts. This study presents three specific developments in this field. First, to demonstrate how companies in the retail sector have been able to develop innovations in their business models through their shops and virtual channels, which generate a positive positioning in the mind of the consumer, capable of minimizing animosity towards them. In this way it is shown that a consumer can have strong feelings of patriotism, animosity and ethnocentrism, and yet a positive image towards a brand or product of the country with which the conflict takes place. Second, a contribution to literature regarding the scant research on consumer animosity in developing countries, and specifically in Latin America. Third, an analysis of animosity under a current context of conflict between countries, and not of studies carried out taking situations or facts from the past. In this way, a contribution is generated that allows to understand more the behavior of the consumer and his animosity in societies with emerging economies and as the innovations in business models allow to improve both the economic profitability of a company, as its brand image. |
| first_indexed | 2024-12-21T23:54:57Z |
| format | Article |
| id | doaj.art-d9fb14f1636d40e28363f0afa40530f8 |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-12-21T23:54:57Z |
| publishDate | 2021-07-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-d9fb14f1636d40e28363f0afa40530f82022-12-21T18:45:50ZengElsevierHeliyon2405-84402021-07-0177e07545Breaking the barriers of animosity: innovation in business models as a positioning strategyJose Andres Areiza-Padilla0Mihaela Simona Moise1Mario Andres Manzi Puertas2Department of Business Administration, Pontificia Universidad Javeriana, Bogotá 110231, Colombia; Corresponding author.Department of Marketing, University of Valencia, 46022 Valencia, SpainDepartment of Business Administration, Pontificia Universidad Javeriana, Bogotá 110231, ColombiaConsumer animosity is often studied in the large economies of the world, in order to explain the negative feelings generated by an individual towards another country and its products, due to various political, economic and social conflicts. This study presents three specific developments in this field. First, to demonstrate how companies in the retail sector have been able to develop innovations in their business models through their shops and virtual channels, which generate a positive positioning in the mind of the consumer, capable of minimizing animosity towards them. In this way it is shown that a consumer can have strong feelings of patriotism, animosity and ethnocentrism, and yet a positive image towards a brand or product of the country with which the conflict takes place. Second, a contribution to literature regarding the scant research on consumer animosity in developing countries, and specifically in Latin America. Third, an analysis of animosity under a current context of conflict between countries, and not of studies carried out taking situations or facts from the past. In this way, a contribution is generated that allows to understand more the behavior of the consumer and his animosity in societies with emerging economies and as the innovations in business models allow to improve both the economic profitability of a company, as its brand image.http://www.sciencedirect.com/science/article/pii/S2405844021016480Business model innovationsConsumer animosityCollective tendenciesPatriotic tendenciesEthnocentrism tendenciesForeign brand image |
| spellingShingle | Jose Andres Areiza-Padilla Mihaela Simona Moise Mario Andres Manzi Puertas Breaking the barriers of animosity: innovation in business models as a positioning strategy Heliyon Business model innovations Consumer animosity Collective tendencies Patriotic tendencies Ethnocentrism tendencies Foreign brand image |
| title | Breaking the barriers of animosity: innovation in business models as a positioning strategy |
| title_full | Breaking the barriers of animosity: innovation in business models as a positioning strategy |
| title_fullStr | Breaking the barriers of animosity: innovation in business models as a positioning strategy |
| title_full_unstemmed | Breaking the barriers of animosity: innovation in business models as a positioning strategy |
| title_short | Breaking the barriers of animosity: innovation in business models as a positioning strategy |
| title_sort | breaking the barriers of animosity innovation in business models as a positioning strategy |
| topic | Business model innovations Consumer animosity Collective tendencies Patriotic tendencies Ethnocentrism tendencies Foreign brand image |
| url | http://www.sciencedirect.com/science/article/pii/S2405844021016480 |
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