BEGIN:VCALENDAR
PRODID:-//Columba Systems Ltd//NONSGML CPNG/SpringViewer/ICal Output/3.3-
 M3//EN
VERSION:2.0
CALSCALE:GREGORIAN
METHOD:PUBLISH
BEGIN:VEVENT
DTSTAMP:20170925T124352Z
DTSTART:20171018T113000Z
DTEND:20171018T130000Z
SUMMARY:Management and Marketing Seminar entitled Country of Origin Image
  (COI) – a firm perspective
UID:{http://www.columbasystems.com/customers/uom/gpp/eventid/}e113-j803cf
 pb-xjn1fp
DESCRIPTION:In recent years\, the country of origin subject has been invi
 gorated by a debate about its real significance in international marketi
 ng. While some scholars argue \nthat country of origin image (COI) may n
 ot be as important as previously assumed\, others advocate its relevance
  and believe that the thematic still influences \nthe 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 \nfirm persp
 ective connecting marketing and strategy literature in the context of in
 ternational business. My MSc dissertation looked at the Country of Origi
 n \nImage (COI) usage as a source of competitive advantage for Brazilian
  Fashion designers entering international markets. My PhD research broad
 ened the topic \nby investigating the COI as a branding resource for com
 panies in the internationalisation process (strategy and International B
 usiness literature). \nTo 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 \nof COI as a resource into branding
  strategy. Results showed that the construct is manifested through four 
 different dimensions:  visual and textual elements\, \nnatural resources
 \, cultural resources and senses.\n\nSpeaker biography\nDr Mariana Suter
  from the University of York is a Lecturer in Marketing at The York Mana
 gement School. She holds a PhD and a MSc in Business Studies from the \n
 University of São Paulo\, where she conducted research on international 
 marketing and strategy. Mariana earned her bachelor’s degree in Business
  from the Fundação \nArmando Alvares Penteado (FAAP) in Sao Paulo\, Braz
 il (2003). She received a post-graduate degree in Fashion Business from 
 Centro Universitário Senac in 2009. \nMariana has been a lecturer in und
 ergraduate and MBA programs since 2013. Before that she worked for compa
 nies in the apparel industry\, from knit to retail\, for \nbrands such a
 s C&A and Calvin Klein. Her main research interest is to conduct interdi
 sciplinary studies bounding marketing and strategy.\n\nPlease could you 
 confirm attendance for catering numbers by emailing \npatsy.perry@Manche
 ster.ac.uk
STATUS:TENTATIVE
TRANSP:TRANSPARENT
CLASS:PUBLIC
LOCATION:B46\, Sackville Street Building\, Manchester
END:VEVENT
END:VCALENDAR