"Country of origin" effect in the commercialization of Brazilian cow meat and fresh fruits in selected external markets

• Grant number: 09/17350-9
• Support Opportunities: Regular Research Grants
• Start date: July 01, 2010
• End date: June 30, 2012
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Janaina de Moura Engracia Giraldi
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil
• Associated researchers: Fabiana Gondim Mariutti ; Fernanda de Tavares Canto Guina ; Isadora Bacha Lopes

Abstract

Obtaining a competitive advantage involves possessing a unique characteristic, which cannot be acquired nor copied by the firm's competitors. An attribute that offers the potential for obtaining a competitive advantage is the product's country of origin image, an emotional and intangible component that can affect consumers' decisions. In this context, the present research project aims to accomplish the following objective: to identify the impact f Brazil's image on the trading of Brazilian cow meat and fresh fruits in external markets. An important secondary objective is to elaborate a measurement instrument to assess the impact a country's image has on the products' evaluations. This study is characterized by being exploratory and descriptive. In the exploratory phase, secondary data survey and interviews with specialists (executives, government members and academic researchers of international business and relations) will be employed. In the descriptive phase, the field survey will be used, analyzing the marketing strategies of Brazilian firms that export their products and consumers' evaluation about Brazil's image. The data collection of the descriptive phase will be done through the use of personal data collection or self-administered questionnaires, sent by electronic mail to foreign consumers of the selected Brazilian products. The present project foresees the work conclusion by the end of 24 months, and it will be followed by undergraduate and graduate students. A research group on country image and international strategies will be formed at FEA-RP, aiming to deepen and to broaden these areas of study in Brazil. (AU)