Reflexão sobre a missão desafiadora do constructo marca-país na área de negócios internacionais

Authors

  • Fabiana Gondim Mariutti Leeds Beckett University

DOI:

https://doi.org/10.18568/1980-4865.10358-70

Keywords:

Marca-país, Estratégias de marca-país, Negócios Internacionais

Abstract

A importância de uma marca-país promovida estrategicamente é um dos propósitos fundamentais em negócios internacionais. Cada nação tenta transmitir seus atributos internacionalmente - não apenas seus produtos e serviços, mas também a sua imagem geral. Além disso, pesquisas sobre o construto de marca-país estão sendo realizadas continuamente em institutos governamentais e ambientes acadêmicos e corporativos. As nações precisam se promover estrategicamente se desejam serem percebidas. Baseada nesta premissa, o objetivo desta reflexão teórica é abordar este constructo para delinear o desenvolvimento desta linha de pesquisa e propor um arcabouço teórica para pesquisas futuras. Este artigo também colabora para a compreensão da missão desafiadora do constructo marca-país, cujas estratégias podem ser aplicadas na prática e na teoria da disciplina. Este estudo conceptual complementa o estado-da-arte sobre as complexidades do construto de marca-país através da compreensão das filosofias-chave sobre o tema depois de traçar a sua evolução. A combinação de resultados ofereceu suporte para a elaboração de um quadro conceptual relacionado com as principais complexidades do construto de marca-país, os quais são os seguintes: natureza multifacetada; variedade de muitos grupos de stakeholders; envolvimento do governo; oportunidades interdisciplinares e multidisciplinares e potenciais modelos para marca-país. Assim, o artigo considera que as estratégias dinâmicas e funcionais de branding para uma marca-país proporcionam autenticidade às nações no cenário internacional de negócios e ao fazê-lo - esta missão desafiadora da marca-país beneficia a economia e o comércio internacional; desenvolve as relações diplomáticas e os avanços de pesquisa sobre marketing internacional; fomenta programas de intercâmbios acadêmicos e de ensino; por fim, avança na sustentabilidade nacional e global.

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Author Biography

Fabiana Gondim Mariutti, Leeds Beckett University

Atua em Administração de Marketing, Comunicação Integrada de Marketing, Publicidade e Propaganda, Marketing BtoB, Marketing Internacional, Gestão de Marca-País e Identidade e Imagem do Brasil. PhD Candidate at Leeds Metropolitan University, United Kingdom. Mestre em Ciências na área de Administração de Organizações (linha de pesquisa: Mercado e Geração de Valor) pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo, Campus Ribeirão Preto, SP. Especialista em Gestão Estratégica de Negócios com Ênfase em Marketing pela Fundação Armando Álvares Penteado. Um semestre cursado em Master´s in Communications na Grand Valley State University, Michigan, U.S.A. Bacharel em Comunicação Social pela Pontifícia Universidade Católica. Formação no Ensino Médio na Lyman High School, Florida, U.S.A

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Published

2015-12-18

How to Cite

Mariutti, F. G. (2015). Reflexão sobre a missão desafiadora do constructo marca-país na área de negócios internacionais. Internext - International Business and Management Review, 10(3), 58–70. https://doi.org/10.18568/1980-4865.10358-70

Issue

Vol. 10 No. 3 (2015): September/December 2015

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Article

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