Management and Marketing Seminar entitled Country of Origin Image (COI) – a firm perspective
|Starts:||12:30 18 Oct 2017|
|Ends:||14:00 18 Oct 2017|
|What is it:||Seminar|
|Organiser:||School of Materials|
|Speaker:||Dr. Mariana Suter|
In recent years, the country of origin subject has been invigorated by a debate about its real significance in international marketing. While some scholars argue
that country of origin image (COI) may not be as important as previously assumed, others advocate its relevance and believe that the thematic still influences
the evaluation process of a product/brand. Whilst studies on the topic investigate COI through the consumer lens my research looks at the COI through the
firm perspective connecting marketing and strategy literature in the context of international business. My MSc dissertation looked at the Country of Origin
Image (COI) usage as a source of competitive advantage for Brazilian Fashion designers entering international markets. My PhD research broadened the topic
by investigating the COI as a branding resource for companies in the internationalisation process (strategy and International Business literature).
To accomplish my PhD research goals, I worked on two case studies and developed a scale to measure the importance given by the company to the incorporation
of COI as a resource into branding strategy. Results showed that the construct is manifested through four different dimensions: visual and textual elements,
natural resources, cultural resources and senses.
Dr Mariana Suter from the University of York is a Lecturer in Marketing at The York Management School. She holds a PhD and a MSc in Business Studies from the
University of São Paulo, where she conducted research on international marketing and strategy. Mariana earned her bachelor’s degree in Business from the Fundação
Armando Alvares Penteado (FAAP) in Sao Paulo, Brazil (2003). She received a post-graduate degree in Fashion Business from Centro Universitário Senac in 2009.
Mariana has been a lecturer in undergraduate and MBA programs since 2013. Before that she worked for companies in the apparel industry, from knit to retail, for
brands such as C&A and Calvin Klein. Her main research interest is to conduct interdisciplinary studies bounding marketing and strategy.
Please could you confirm attendance for catering numbers by emailing
Dr. Mariana Suter
Role: Lecturer in Marketing
Organisation: University of York
Travel and Contact Information
Sackville Street Building