THE USE OF BRAZILIAN PRODUCTS’ COUNTRY OF ORIGIN INFORMATION AS A SOURCE OF COMPETITIVE ADVANTAGE IN EXTERNAL MARKETS

Authors

  • Janaina de Moura Engracia Giraldi Universidade de São Paulo
  • Dirceu Tornavoi de Carvalho Universidade de São Paulo

Abstract

In an increasingly competitive global market, it has become harder to establish a competitive advantage. The notion that superior performance demands that a firm acquires and retains an advantage over competition is central to the contemporary strategic thinking. An attribute that offers potential to become a competitive advantage, both in domestic and external markets, is the product's country of origin. In general, it is considered that the country of origin influences the products' evaluations by the consumer and his or her purchase behavior. Since the organizations deal with limited 131 resources, they need to try to develop strategies that are appropriate for their resource base. In this sense, the present paper investigates the possibility to use the country of origin information of Brazilian products as a source of competitive advantage for the exporting Brazilian firms. An important obstacle for this strategy is related to Brazil's image abroad, which is mainly associated to some sports or creative skills, not being given almost any meaning or importance to Brazil as a provider of items of more technological content.

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Author Biographies

Janaina de Moura Engracia Giraldi, Universidade de São Paulo

Mestranda em Administração pela Faculdade de Economia, Administração e Contabilidade – Universidade de São Paulo.

Dirceu Tornavoi de Carvalho, Universidade de São Paulo

Professor doutor da Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto – Universidade de São Paulo.

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Published

2008-07-23

Issue

Vol. 6 No. 1 (2005)

Section

Presentation

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