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Orientador(es)
Resumo(s)
Nowadays, the panorama of international markets reflects an extremely
competitive market, with many available products that stand out due to their
quality, durability and diversification. Consequently, the process of evaluating
products is increasingly more complex, due to the number of factors taken into
account in the process. The country of origin effect is one of those factors.
The image of a country is directly associated with the country of origin effect
and it can be shaped by the behaviour and habits of its society, the performance
of its business sectors on international markets, and by the perceptions of
foreigners about the country. A positive country image will reflect a positive
impact of the country of origin effect, while a negative country image will
reflect a negative impact of the country of origin effect. Portugal seems to be
affected by a negative country image, but that dynamic seems to be changing.
For Portuguese businesses, the way in which they work with the country of
origin will be the difference between the success and failure in the international
markets.
This thesis aims to identify what is the perception of foreigners about
Portugal, the strategies used by Portuguese businesses to generate a positive
country of origin effect and understand the impact of the country of origin
effect on Portugal. We understood that the case study method was the best
method to identify the strategies used by Portuguese businesses to work with
the country of origin and determine the impact of the country of origin effect on
Portugal.
The thesis suggests that the perception about Portugal is improving,
generating a positive country of origin effect, supported by the success of
Portuguese businesses and businessmen in international markets. The key to
success is how companies combine their unique natural resources with the
technological innovations and strategic tools available to them.
Descrição
Palavras-chave
Country of origin effect Product evaluation Strategies International markets Country image Perception Case study Portugal