country of origin as a source of competitive advantage
TRANSCRIPT
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MOHAMMAD YOUSAF Athar Inam Abdul Sammad Taifoor Nazar
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COUNTRY OF ORIGIN AS A SOURCE OF COMPETITIVE ADVANTAGE
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CONTENTS Competitive Advantage Country of Origin Image of country COO stereotypes Effect on consumer Intrinsic Cues vs Extrinsic Cues Halo effect and summery construct How we can use it .........
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TAIFOOR NAZAR
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PRODUCT
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What is the competitive advantage of small and big
guy ?
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COUNTRY OF ORIGIN Invented in Designed by Manufactured in Assembled in
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INVENTED IN VS. DESIGNED IN
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MANUFACTURED IN VS. ASSEMBLED IN
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DIFF. BETWEEN COM AND COO
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BUT WHICH ONE IS COUNTRY OF ORIGIN ????
Invented in Designed in
Assembled in Manufactured in
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ABDUL SAMMAD
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JAPANESE CARS AND ELECTRONICS
Costly Dependab
le Reliable High tech.
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FRENCH PRODUCTS• Adorable• Costly• Stylish
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GERMAN CARS
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CHINESE PRODUCTSIt must be cheapQuality ok ok
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AMERICAN PRODUCTS• Costly
• Must be high tech
• Gorgeous
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More favorable a county’s image,More prominently “MADE IN …… effect
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MOHAMMAD YOUSAF
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StereosTyposSolid
Impression solid impression or image about someone or somethinggood
badbest
negative
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PAKISTANI CULTURE STEREOTYPES Women and men White skin means beauty
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Chinese products are not dependable & average in quality
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In Asia average Japanese products are rated high then US products
Japanese goods are rated favorably by consumers in all countries.
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For Russians, country of origin is more important than the brand name as an indicator of quality.
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Korean electronic and automobile brands are more appreciated in Asia but have not yet a strong positive country of origin effect for the rest of the world.
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In China if it is western, it is demanded, even at prices three or four times higher than domestic products.
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ATHAR INAM
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IMPACT ON CONSUMERIntrinsic cues
• Physical characteristics
• Like function, design, material, taste
• Not changeable
Extrinsic cues• Non-physical characteristics
• Store image, brand name, price, country of origin
• May be changeable
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IMPACT ON CONSUMERIntrinsic cues• In mostly purchase decisions
Extrinsic cues• When to present social status
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EFFECT OF COO
• Developing country• Brand image• Less significant to simple to produce goods• E.g. Clothes
• Developed country• Brand image• More significant to complex manufactured goods• Cars Mobile phones Laptop
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HALO EFFECT VS SUMMERY CONSTRUCT• Un-familiar with product image• Take product as per country’s image
• Familiar with product image• Country image as per product information
HALO
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HOW WE CAN USE IT• Use of phrase ‘made in ……’
• Use of quality and origin labels
• COO attach in company name
• Use of COO language
• Use of famous peoples from COO
• Use of COO flags and symbols
• Use of famous buildings and places of COO
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CONCLUSION
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ONE MORE THING……
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