In the eyes of consumers, each product has some kind of origin （its country, region, and continent）. The image of the place of origin influences the assessment of products and brands （brand image） they come from. ...In the eyes of consumers, each product has some kind of origin （its country, region, and continent）. The image of the place of origin influences the assessment of products and brands （brand image） they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Chinese products are very common and they can be purchased almost anywhere. The consumer does not have to take any special efforts to acquire products ＂made in China＂. Many of these products do not have specific characteristics that allow them to be considered as the unique. Products, whose names indicate the place of origin, are witnessing an increasing popularity. In the case of products ＂made in China＂, the matter is different. Often, consumers do not admit that they purchase goods produced in China. Research on consumer behaviour in the market of chines products, conducted among Polish citizens, indicated that these products are readily bought. This article presents the results of the research on consumers＇ attitudes towards regional ＂made in China＂ which was conducted in April 2015 among Polish citizens. Furthermore, the article will include the comparison of attitudes towards Chinese products between consumers from Poland and other European countries.展开更多
The purpose of this research is to study the perception of Chiapanecan handicrafts as an element of sustainable competitive advantage in the State of Chiapas, Mexico, mainly due to the tourism. Mexican handicrafts co...The purpose of this research is to study the perception of Chiapanecan handicrafts as an element of sustainable competitive advantage in the State of Chiapas, Mexico, mainly due to the tourism. Mexican handicrafts contribute to 20.3% of the Gross Domestic Product （GDP） of the cultural sector, that is, 0.6% of the National GDP. This research is quantitative, descriptive, and transversal. The sample selection was made for convenience so certain criteria could be met. In total, 70 tourists were surveyed in the handicraft commerce area. For the data retrieval, an instrument with the “Sustainability SWOT” （sSWOT） was designed, which consists of eight dimensions （trends, environmental challenges, threats, opportunities, strengths, weaknesses, which to prioritize, and where to act）. The instrument consists of 22 items with a single Likert scale ranging from 1 to 5 （1 = Null to 5 = Excellent）. The study showed that 54.29% of the tourists who visit Chiapas perceive that handicrafts have a regular impact on the small producer’s quality of life, while the remaining 45.71% point out that the impact is greater.展开更多
In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the tar...In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.展开更多
文摘In the eyes of consumers, each product has some kind of origin （its country, region, and continent）. The image of the place of origin influences the assessment of products and brands （brand image） they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Chinese products are very common and they can be purchased almost anywhere. The consumer does not have to take any special efforts to acquire products ＂made in China＂. Many of these products do not have specific characteristics that allow them to be considered as the unique. Products, whose names indicate the place of origin, are witnessing an increasing popularity. In the case of products ＂made in China＂, the matter is different. Often, consumers do not admit that they purchase goods produced in China. Research on consumer behaviour in the market of chines products, conducted among Polish citizens, indicated that these products are readily bought. This article presents the results of the research on consumers＇ attitudes towards regional ＂made in China＂ which was conducted in April 2015 among Polish citizens. Furthermore, the article will include the comparison of attitudes towards Chinese products between consumers from Poland and other European countries.
文摘The purpose of this research is to study the perception of Chiapanecan handicrafts as an element of sustainable competitive advantage in the State of Chiapas, Mexico, mainly due to the tourism. Mexican handicrafts contribute to 20.3% of the Gross Domestic Product （GDP） of the cultural sector, that is, 0.6% of the National GDP. This research is quantitative, descriptive, and transversal. The sample selection was made for convenience so certain criteria could be met. In total, 70 tourists were surveyed in the handicraft commerce area. For the data retrieval, an instrument with the “Sustainability SWOT” （sSWOT） was designed, which consists of eight dimensions （trends, environmental challenges, threats, opportunities, strengths, weaknesses, which to prioritize, and where to act）. The instrument consists of 22 items with a single Likert scale ranging from 1 to 5 （1 = Null to 5 = Excellent）. The study showed that 54.29% of the tourists who visit Chiapas perceive that handicrafts have a regular impact on the small producer’s quality of life, while the remaining 45.71% point out that the impact is greater.
文摘In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.
