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1

Wpływ wizerunku Polski na konkurencyjność międzynarodową polskich przedsiębiorstw

100%
Bednarz J.
International Business and Global Economy
|
2014
|
vol. Volume 33
470–481
EN
The article concentrates on a presentation of the core of the country image and the country-of-origin effect as well as the influence of these elements on the building of the competitive advantage of business entities on foreign markets. The attention is focused on the example of Poland and Polish companies. The author tries to find out whether the image of Poland, as it is perceived abroad, may be a potentially problematic element in the expansion of Polish enterprises onto foreign markets. It seems that “Polishness” constitutes a rather neutral element of the export offer on the European market; some Polish enterprises even noticed a positive influence of the associations related to Poland. The author also submits a thesis that this rather disadvantageous perception of Poland and Poles based on the stereotypes rooted in the past is gradually improving. Upon writing this article, the results of surveys prepared by Polish institutions and universities as well as the results of an unpublished survey carried out by the author were used. Empirical research entitled “Foreign Expansion of Polish Foodstuff, Cosmetic, and Apparel Branches on German, Czech, Russian, and Ukrainian Markets” was carried out in Poland in the mid-2012.
2
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Wizerunek wewnętrzny w tworzeniu silnej marki kraju

100%
Daszkiewicz M.
Nauki o Zarządzaniu
|
2013
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issue 2(15)
51-61
EN
A strong nation brand is important for economic development of a country and the standard of living of its inhabitants. Apart from objective factors the perception of the country is also affected by various communication processes. The article discusses internal image impact on the holistic image of a country. The article presents the possibilities of the measurement of the internal country image. The author emphasizes the importance of techniques based on free associations in determining the internal country image. To illustrate theoretical considerations the author discusses results of the exploratory survey concerning the internal image of Poland.
3

THE IMPORTANCE OF REPUTATION OF A COUNTRY IN THE PROCESS OF BUILDING ITS COMPETITIVE ADVANTAGE ON THE GLOBAL MARKET

88%
Szwajca D.
Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej
|
2017
|
issue 1
99-114
EN
In the contemporary information era countries compete with one another on many levels and almost in every field of life. Governments prepare comprehensive development strategies, thanks to which they hope to improve their country’s competitiveness and gain better competitive advantage on the global market. Methods and tools which are becoming more and more popular in preparing these strategies are similar or identical to those traditionally used in business management. The sources of competitive advantage are more and more frequently found in the domain of immaterial assets. Currently one of the most valuable merit which helps build the worth and competitive advantage of a country is its reputation. This paper attempts at explaining the importance of reputation of a country in building its competitive position on the global market and explaining its main determinants which are the basis for assessment of their reputation. To achieve these goals the author used methods of literature research and analysis of a reputation study conducted by the Reputation Institute.
4

Country Branding and Country Image: Insights, Challenges and Prospects. The Case of Estonia

75%
Same S., Solarte-Vasquez M. C.
Baltic Journal of European Studies
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2014
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vol. 4
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issue 1
137-165
EN
Gaining understanding about customers ’mindset and information on their experiences is a precondition for the formulation of an effective country branding strategy. What potential tourists might learn and how they can be made to feel about a place can help small and not very well-known countries compete with bigger and more popular tourist destinations. The article focuses on the effectiveness of Brand Estonia and claims that it is still a challenge, despite the existence of an ongoing strategy. It also favors the revision of the brand identity selection and the promotion of Estonian brand, and supports a customer-based approach for their assessment. Documentary and empirical evidence show that the image of Estonia among its most important target audiences in the field of tourism does not match the Estonian brand identity. The gap in-between was evidenced by the results and content analysis of 24 in-depth interviews made with a selected group of people well acquainted with the country as well as some branding experts. This article contributes to the existing case study literature with findings that also manifest opportunities to strengthen the country brand, if its formulation develops a realistic brand identity and its promotion is based on accurate, unique and appealing ideas. It proposes academic support to innovative or alternative concepts for the country branding, and comments on applications of this study to more specific fields and further research.
5
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Branding narodowy – co to jest? Uwagi do toczącej się dyskusji

63%
Quirin A.
Athenaeum. Polskie Studia Politologiczne
|
2016
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vol. 49
78-96
EN
The article gives a critical overview of theoretical approaches to the phenomenon of nation branding. It begins with an explanation of the core idea and main assumptions, which nation branding is based on, combined with a trial of giving an answer to a question of reasons of its current popularity. After that, it presents dominant theoretical approaches to nation branding and discusses the most significant definitions. The prime goal of the article is to prove whether we can speak of one, coherent, generally accepted concept of nation branding or not. The author of the article concludes that we rather have to deal with many different concepts, which are connected by common elements.
PL
Artykuł stanowi krytyczny przegląd podejść teoretycznych do fenomenu brandingu narodowego. Rozważania otwiera omówienie idei przewodniej oraz podstawowych założeń, na których opiera się branding narodowy, wraz z próbą odpowiedzi na pytanie o przyczyny jego aktualnej popularności. Następnie są prezentowane dominujące podejścia teoretyczne oraz omawiane najważniejsze definicje. Celem nadrzędnym poniższego artykułu jest sprawdzenie, czy można mówić o jednej, spójnej, powszechnie akceptowanej koncepcji brandingu narodowego. Autorka artykułu konkluduje, że raczej mamy do czynienia z wieloma odmiennymi koncepcjami, które łączą wspólne elementy.
6
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WIZERUNEK CHIŃSKIEJ REPUBLIKI LUDOWEJ W STANACH ZJEDNOCZONYCH W DOBIE PANDEMII COVID-19

51%
Krzeszowiec M.
Colloquium Wydziału Nauk Humanistycznych i Społecznych AMW
|
2021
|
vol. 13
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issue 1
85-100
PL
Artykuł przedstawia analizę zmagań chińskich władz o utrzymanie pozytywnego wizerunku Państwa Środka w obliczu pandemii COVID-19 w Stanach Zjednoczonych. Na podstawie wydarzeń z pierwszego półrocza 2020 roku zauważalny stał się konfrontacyjny ton w komunikacji dyplomatyczno-medialnej, który obrały chińskie władze w stosunku do USA, co wynikało z nowej strategii przewodniczącego Xi Jinpinga. Realizacja chińskiego planu zakładała przede wszystkim odwrócenie sytuacji poprzez oskarżenie armii USA o wywołanie globalnej pandemii, wzmożoną aktywność na polu zachodnich mediów społecznościowych przy zaangażowaniu chińskich dyplomatów, a następnie huczne promowanie chińskiej pomocy w walce z pandemią. Z drugiej strony można zaobserwować, postępującą wraz z rozwojem pandemii, radykalizację nastrojów wśród Amerykanów i zaostrzającą się retorykę w debacie publicznej. Przebiegała ona od atmosfery podejrzliwości poprzez powolne odkrywanie nowych faktów, formułowanie podejrzeń, aż po surowe oceny i oskarżenia, których konsekwencje dla relacji amerykańsko-chińskich pozostają jeszcze nieznane.
EN
The article presents an analysis of Chinese struggles to maintain a positive image of the Middle Kingdom in the face of the COVID-19 pandemic in the United States. Based on the events of the first half of 2020, the confrontational tone in diplomatic and media communications that the Chinese authorities have taken towards the US has become noticeable, which resulted from the new strategy of President Xi Jinping. The implementation of the Chinese plan was primarily to reverse the situation by accusing the US army of triggering a global pandemic, increased activity in the field of Western social media with the involvement of Chinese diplomats, and then demonstrative promotion of Chinese assistance in fighting the pandemic. On the other hand, one may observe a pandemic that is progressing with the development of the mood, radicalization among Americans along with the development of the pandemic and the sharpening of rhetoric in the public debate. It went from an atmosphere of suspicion, slowly discovering new facts, formulating suspicions, to severe assessments and accusations, the consequences of which for American-Chinese relations remain unknown.
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