repository
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
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | Lee, Sang Gun | - |
| dc.contributor.author | JUAREZ MERIDA, Jose David | - |
| dc.date.accessioned | 2018-11-08T08:03:25Z | - |
| dc.date.available | 2018-11-08T08:03:25Z | - |
| dc.date.issued | 2011-08 | - |
| dc.identifier.other | 11727 | - |
| dc.identifier.uri | https://dspace.ajou.ac.kr/handle/2018.oak/9927 | - |
| dc.description | 학위논문(석사)아주대학교 국제대학원--국제경영학과,2011. 8 | - |
| dc.description.tableofcontents | 1. Chapter One: Introduction 12 1.1 Statement of the problem 14 1.2 Research questions 15 2. Chapter Two: Literature Review 16 2.1 Branding: Market Access of Differentiated Commodities: 16 2.2 Benchmarking Business Schema 19 3. Chapter Three: Current Situation 3.1 Guatemalan Coffee Profile 23 3.1.1The Lure of Guatemalan Coffee 23 3.2 Coffee market: current situation 27 3.2.1Coffee worldwide supply 27 3.2.2Consumption Characteristics 29 3.3The Gourmet Coffee Business 31 4. Chapter Four: National Branding for Guatemalan Coffee: 34 4.1Branding 35 4.2 Nation Branding as a Competitive Advantage 40 - 7 - 4.3 Precedents: The Provenance Paradox 42 4.3.1Perceptions about Guatemala 43 4.4 Brand Strategy Design 43 5. Chapter Five: Exploratory Study 5.1Methodology: Statistics of Frequency 45 5.2 Target group analyzed 45 6. Chapter Six: Discussions and Conclusions 60 8. References 62 9. Appendices 65 | - |
| dc.language.iso | eng | - |
| dc.publisher | Graduate School of International Studies Ajou University | - |
| dc.rights | 아주대학교 논문은 저작권에 의해 보호받습니다. | - |
| dc.title | An Exploratory Study on Nation Branding of Guatemalan Coffee | - |
| dc.type | Thesis | - |
| dc.contributor.affiliation | 아주대학교 국제대학원 | - |
| dc.contributor.department | 국제대학원 국제경영학과 | - |
| dc.date.awarded | 2011. 8 | - |
| dc.description.degree | Master | - |
| dc.identifier.localId | 569660 | - |
| dc.identifier.url | http://dcoll.ajou.ac.kr:9080/dcollection/jsp/common/DcLoOrgPer.jsp?sItemId=000000011727 | - |
| dc.subject.keyword | international business | - |
| dc.subject.keyword | marketing | - |
| dc.subject.keyword | branding | - |
| dc.subject.keyword | nation branding | - |
| dc.subject.keyword | differentiated commodities | - |
| dc.subject.keyword | Provenance Paradox | - |
| dc.subject.keyword | Gourmet Coffee | - |
| dc.description.alternativeAbstract | 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. | - |
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