市场营销Theoretical Foundations.pptVIP

CSAs: Porter’s National Advantages Four factors determine the competitive advantage of a country Factor Conditions The nation’s position in factors of production, such as skilled labor or infrastructure, necessary to compete Demand Conditions The nature of the home demand for the industry’s product or service Related and Supporting Industries The presence or absence in the nation of supplier industries and related industries that are internationally competitive Firm Strategy, Structure, and Rivalry The conditions governing how companies are created, organized, and managed, and the nature of domestic rivalry 2-* Porter’s National Diamond Firm strategy, structure and rivalry Related and supporting industries Demandconditions Factorconditions 2-* CSAs: The New Trade Theory The trade patterns between countries depend on man-made, Porter-style, locational advantages. For example, as advanced technology centers arise around strong research universities and innovative new firms, the local labor force develops skills unique to specific industries, and companies will find it increasingly attractive to locate in those areas. CSAs: Country-of-Origin Country-of-Origin Effects The effect refers to the impact on customers of a product’s “made-in” label or the home country of a brand. Products or services from countries with a positive image tend to be favorably evaluated Products from less positively perceived countries tend to be downgraded 2-* C. Firm-Specific Advantages (FSAs) Firm-specific advantages refer to those competitive advantages which are controlled by the individual firm alone. Firm-specific advantages may be of several kinds Examples include a patent, trademark, or brand name or the control of raw materials required for the manufacturing of the product. From a marketing perspective It is important to recognize that the source of a firm-specific advantage can depend on specific market know-how 2-* BRAND – Coca Cola, Mercedes Benz, Sony TECHNOLOGY – Er