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Special Graduate Schools
Graduate School of International Studies
Department of International Business
International Business
3. Theses(Master)
An Exploratory Study on Nation Branding of Guatemalan Coffee
- Author(s)
- JUAREZ MERIDA, Jose David
- Advisor
- Lee, Sang Gun
- Department
- 국제대학원 국제경영학과
- Publisher
- Graduate School of International Studies Ajou University
- Publication Year
- 2011-08
- Language
- eng
- Keyword
- international business; marketing; branding; nation branding; differentiated commodities; Provenance Paradox; Gourmet Coffee
- Alternative Abstract
- The Nation Branding is a strategy proposed for some marketers and scholars to boost the market success for products and services from a specific country. It improves the awareness among consumers and influencers around worldwide. Therefore, these two keys effects are expected to provoke a better situation in terms of price and amount of consumption of the goods from the country. Consequently, this research is oriented to propose a plan to conduct the Guatemalan gourmet coffee in a better position in global markets, to pass from an undifferentiated coffee bean to an experience of sharing a delicious cup of coffee. Key words: Nation Branding, Differentiated Commodities, Provenance Paradox, Gourmet Coffee.
- Fulltext
- Appears in Collections:
- Special Graduate Schools > Graduate School of International Studies > Department of International Business > International Business > 3. Theses(Master)
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