Evaluating the Combined Effect of Strategy, Brand and Country of Origin on Consumers’ Perceptions of Global Products

Kovalenko, Oksana (2012) Evaluating the Combined Effect of Strategy, Brand and Country of Origin on Consumers’ Perceptions of Global Products. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Abstract

Key words: brand, country of origin, local brands, global brands, consumer perception, self-identity, lock-in strategies, first mover advantage, resource based view.

The aim of this research work is to evaluate and analyse the ways consumers perceive global products given the effects of strategy, brand and country of origin; on the basis of this analysis to develop recommendations on possible strategic improvements for the two companies chosen. Due to an intense situation on the consumer electronics market two companies Apple Inc. and Samsung Electronics were chosen as case studies.

This research work was based on the conceptual analysis of literature review, as well as on the results of qualitative study. Ten in-depth interviews were conducted for data collection, while interpretivist approach was applied for data analysis.

The results of the study illustrate situations when country of origin might be unimportant for consumers; when the power of brand may obscure technological mistakes; as well as the way prospects and consumers create product ladders and attachments to particular products. Most importantly, the study illustrates an example of a situation when analyser surpasses first mover, by creating a technologically superior product with a lower price and better characteristics. Based on these results general implications and detailed recommendations for both companies were given.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 13:28
Last Modified: 26 Oct 2016 00:50
URI: http://eprints.nottingham.ac.uk/id/eprint/26000

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