scholarly journals A meta-synthesis of qualitative country reputation in search of building theory

2020 ◽  
Vol 19 (3) ◽  
pp. 705-730
Author(s):  
Fabiana Mariutti ◽  
Danielle Dennes
Keyword(s):  
Country Reputation

Objetivo do estudo: O objetivo deste estudo interdisciplinar é teorizar a reputação de país usando a meta-síntese de estudo de caso como síntese de acumulação de conhecimento.Metodologia: Essa pesquisa adotou a abordagem de Hoon (2013) sobre meta-síntese de estudos de caso para analisar o acúmulo de conhecimento sobre a reputação dos países.Contribuições Teóricas e Metodológicas: A Figura 1. Etapas metodológicas da meta-síntese foram criadas com a apresentação das oito etapas do protocolo para orientar pesquisadores e profissionais. Dessa forma, a literatura foi concedida com contribuições teóricas e metodológicas sobre o entendimento aprofundado do construto reputação de país.Principais Resultados: Embora os métodos quantitativos predominem na literatura sobre a reputação de país, os estudos qualitativos representam uma escolha robusta para a construção da teoria, com a abordagem de meta-síntese. Sendo assim, a Figura 2. Framework da gestão da reputação de país foi proposta por meio da identificação de três condições principais, como (i) pesquisa sobre os atributos do local focados em seus impactos na sociedade; (ii) plano estratégico baseado na reputação percebida do local; e (iii) iniciativas governamentais para elaboração de políticas públicas.Relevância / Originalidade: Este é o primeiro estudo que aplica a meta-síntese de estudos de caso para teorizar a reputação de país.Implicações Sociais: A consolidação da teoria da reputação de país pode ajudar a desenvolver uma visão integrada para impactar as atividades econômicas perante a reputação global, com oportunidades para geração de negócios, renda do turismo e novas perspectivas de desenvolvimento social para um país, suas cidades e regiões. Como a marca de um país é uma ferramenta estratégica para os governos melhorarem sua reputação, os resultados podem possibilitar que as instituições responsáveis justaponham nosso modelo de framework de gestão para planejar, executar e monitorar estratégias por meio de parcerias públicas e/ou privadas.

Valutazione e analisi del processo di country branding. La percezione del capitale reputazionale dell'Italia nel mercato cinese

2010 ◽  
pp. 65-83
Author(s):  
Vittoria Marino ◽  
Giada Mainolfi
Keyword(s):  
Country Of Origin ◽  
Sono State ◽  
Country Branding ◽  
Country Reputation ◽  
Country Brand ◽  
Nello Studio ◽  
Made In

Il lavoro esplora la relazione tra gli stereotipi legati al paese di origine e le valutazioni dei consumatori relative ai sistemi di offerta estera. La costante evoluzione del- l'impatto del country-of-origin (Coo) richiede un'analisi approfondita che valorizzi la sua natura di indicatore multidimensionale. La ricerca propone un'originale concettualizzazione riferibile alla prospettiva della country reputation al fine di ricostruire e comprendere le dinamiche effettive del fenomeno del Coo. La reputazione rappresenta un criterio interpretativo alla base delle influenze esercitate dal paese di origine sulle decisioni finali prese dai consumatori esteri. Un'indagine sul campo finalizzata alla verifica delle relazioni tra l'Italia, paese di origine, e la Cina, mercato obiettivo, ha testato il modello proposto. Nello studio sono state, inoltre, esaminate le strategie per la creazione di un country brand per il made in Italy.

The placement of country reputation towards place management

2017 ◽  
Vol 10 (3) ◽  
pp. 240-253 ◽  
Author(s):  
Fabiana Gondim Mariutti
Keyword(s):  
Theoretical Implication ◽  
Nation Branding ◽  
City Region ◽  
Place Management ◽  
Content Type ◽  
Country Branding ◽  
Country Reputation ◽  
Management And Development ◽  
Conceptual Paper ◽  
Management Recommendations

Purpose Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest a theoretical link between country reputation and country-of-origin (COO). To foster an alignment between country reputation and place management, this paper aims to trace the advance of country branding and nation branding, as deriving place management recommendations from studies on country reputation. Therefore, this work is grounded on the consistent principle in the current literature – that a place must first improve itself via development and management before it can create a positive reputation via communications; it is fundamental, geographically, to work on the development initiatives towards the improvement of a place. Design/methodology/approach This is a conceptual paper based on literature search on country reputation published in the past decade (2005-2015). Findings The analysis indicates that nine papers have been published on country reputation since 2005, but none of them deal with principles of place management. This paper also consolidates the field’s decades-long theoretical evolution into a visual diagram. To close, it concludes by highlighting the need for theoretical and managerial advancements involving principles from place reputation and place management, which could help countries achieve sustainable prosperity. Research limitations/implications As limitations, this conceptual paper lacks review of each country in the evolutionary timeline regarding country branding and nation branding. As another limitation, this paper focused specifically on theoretical contributions and did not address the administrative challenges implied by the sub-themes. Indeed, there is much complexity involved with aligning government policies with internal and external stakeholders. Social implications Inspire academia, government and citizens to be engaged with the sustainable prosperity of their country through initiatives of place management and development. Originality/value The present study provides additional evidence with respect to the evolution of COO to country reputation, considering studies on nation branding and country branding, towards place management. To date, this is the first publication that offers an extensive examination of country reputation. Thus, the principal theoretical implication of this study is that place management and place reputation can be aligned to develop and improve places (cities, regions and countries) for sustainable prosperity.

scholarly journals DEVELOPMENT OF ADVERTISING CAMPAIGN OF HIGHER EDUCATION INSTITUTIONS AND EVALUATION OF ITS EFFECTIVENESS

2020 ◽  
Vol 11 (87) ◽  
Author(s):  
Marina Zatserkivna ◽  
Keyword(s):  
Higher Education ◽  
Professional Competence ◽  
Higher Education Institutions ◽  
Corporate Communications ◽  
Advertising Campaign ◽  
Country Reputation ◽  
Number Of Factors ◽  
Main Components ◽  
The University

The aim of the article is to analyze and develop an algorithm for organizing advertising campaigns in higher education institutions. Methodology. The research methodology is based on socio-communicative, informational approaches, which enabled scientific understanding of the essence, tasks, main components of the process of developing an advertising campaign for higher education institutions and evaluating its effectiveness. Results. Today we can state that there are significant changes in the field of higher education: competition among higher education institutions has intensified, new specialties have emerged and, most importantly, entrants and their parents have become more serious in terms of quality of education, orientation to the modern labor market. educational environment, psychological and emotional comfort. Undoubtedly, an important factor in the prestige of higher education, its status in the educational system of the city and country, reputation, image, prestige – intangible assets of the university – are becoming increasingly important and require action to strengthen and develop them. Dividends in the effective management of the advertising campaign will be – brand recognition, high competition, stability. Summing up, I would also like to draw attention to some aspects of the technology of organizing advertising campaigns and their documentary support. The expediency of starting work on the project to develop a concept and create the actual text of the project, which spells out: goals, objectives, portrait of the target audience, activities, resources (financial, personnel, technical), deadlines, preliminary performance evaluation, etc. The effectiveness of an advertising campaign depends on a number of factors. Corporate communications specialists should prepare a draft advertising campaign, present and discuss the idea and progress of the project with the administration of higher education. Based on the results of advertising campaigns, it is necessary to evaluate their effectiveness and compile detailed reports, do "work on errors", adjust / replenish partner bases. Qualitative maintenance of project documentation emphasizes the level of professional competence of specialists. All this helps to structure and identify the effectiveness of advertising campaigns of higher education institutions.

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