Znaczenie kampanii popierających zakup produktów krajowych w konkurowaniu z producentami dóbr importowanych na przykładzie Australii, Nowej Zelandii i Polski

• Autorzy: Andrea Insch , Francisco Conejo , Magdalena Florek

Warianty tytułu

The Meaning of Buy National Campaigns in Competing With Producers of Imported Goods - Australia, New Zealand and Poland Cases

• Języki publikacji: PL

Abstrakty

Artykuł omawia istotę kampanii „kupuj krajowe” (ang. „buy-national campaigns” skrót BNC) poprzez wyjaśnienie mechanizmu ich funkcjonowania i determinant ich skuteczności. Przeprowadzona analiza pozwoliła wyjaśnić, jak i kto może wspierać te kampanie i jakie korzyści potencjalnie przynoszą. Autorka przedstawiła działanie tych kampanii na podstawie trzech państw tj. Australii, Nowej Zelandii, i Polski identyfikując ich podobieństwa i różnice.

EN

The use of buy-national campaigns (BNC) to counteract declining national economic activity can be traced back to the nineteenth century. In some of the world's economies they continue to operate as a response to unemployment and worsening trade balances. Despite the intentions of these campaigns, the evidence of their effectiveness is inconclusive. Their preferential treatment and support of domestic goods over imports may, in certain circumstances, be contrary to the aims of the World Trade Organisation. However, BNC persist as the pressures to buy domestic and local goods increase. The aim of this paper is therefore to provide an insight into the role of BNC in competitive activities by explaining the process and determinants of their effectiveness. This is achieved by reviewing and synthetising BNC research to identify the reasons underlying their continued operation. Next, three long-running campaigns, "Buy Australian Made", "Buy New Zealand Made" and "Kupując polskie produkty - dajesz pracę" are examined, to identify the factors that might enhance or hinder their effectiveness. Building upon this analysis and synthesis, in the final section of the paper issues relating to the effectiveness of BNC requiring further research are presented.(original abstract)

Słowa kluczowe

PL

Kampanie reklamowe; Reklama; Public relations; Instrumenty marketingowe; Analiza korzyści zakupu

EN

Advertising campaign; Advertising; Public relations; Marketing instruments; Benefits of buying analysis

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Poznaniu
• Rocznik: 2008
• Numer: nr 108
• Strony: 27--48

Twórcy

autor

Andrea Insch

autor

Francisco Conejo

autor

Magdalena Florek

Bibliografia

• Adorno T. W., Frenkel-Brunswik E., Levìnson D. J., Sanford R. N. (1950), The Authoritarian Personality, New York, Harper.
• Advance Australia Foundation (AAF) (1991), Taking on the World with Quality Products, Celebration of Five Years of Australian Achievement, Advance Australia Foundation, Melbourne.
• Advance Australia Foundation (AAF) (1994) "Australian Made" - Research Update, June, Advance Australia Foundation, Melbourne.
• Ansley B. (2006), Absolutely Positively Kiwi, New Zealand Listener, vol. 205, nr 3464.
• Australian Made Campaign (2006a), Join Us, źródło on-line, dostępne na http://www.australianma-de.com.au/join/, 22.11.2006.
• Australian Made Campaign (2006b), Australian Made Logo Code of Practice, Australian Made Campaign, Barton, ACT, Australia.
• Balabanis G., Diamantopoulos A., MuellerR., Melewar Т. С (2001), The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies, Journal of International Business Studies, 32 (1), s. 157-176.
• Beehive (2006), Buy Kiwi-Made Programme on Track, Media Release from Ms Sue Bradford, 11/08/2006, źródło online, dostępne na http://www.beehive.govt.nz/ViewDocument.aspx? DocumentID=26753, 15.11. 2006.
• Blumenthal K. (1989), Marketing with Emotion: Wal-Mart Shows the Way, "Wall Street Journal", 13 November 1989, s. Bl, 6.
• Błaszczak A. (2006), Kupujemy patriotycznie, "Rzeczpospolita", 30.03.2006.
• Buy New Zealand-Made Campaign (2006), Buy NZ Made - About the Campaign, Buy New Zealand Made Campaign Inc., źródło on-line, dostępne na http://www.buynz.org.nz/about/, 10.11.2006.
• Cedrone L. (1991), Does it Matter if it Matters? Bobbin, vol. 32, nr 12 (August 1991), s. 44-52.
• Chao P., Rajendran K. N. (1993), Consumer Profiles and Perceptions: Country of Origin Effects, "International Marketing Review", vol. 10, nr 2, s. 22-39.
• Discussions: Proudly South African Campaign, Trade Centre Law for Southern Africa (TRALAC), źródło online, dostępne nahttp://www.tralac.org/scripts/content.php?id=796, 6.11.2006.
• Elliott G.R., Cameron R.C. (1994), Consumer Perception of Product Quality and the Country-of-origin Effect, "Journal of International Marketing", vol. 2, nr 2, s. 49-62.
• Ettenson R., Wagner J., Gaeth G. (1988), Evaluating the Effect of Country-of-origin and the "Made-in--USÄ' Campaign: A Conjoint Approach, "Journal of Retailing" nr 64, s. 85-100.
• Fenwick G., Wright С (2000), Effect of a Buy-National Campaign on Member Firm Performance, "Journal of Business Research", vol. 47, s. 135-145.
• Feshbach S. (1990), Psychology, Human Values, and the Search for Peace, "Journal of Social Issues", vol. 46, s. 185-98.
• Fischer W.C., Byron P. (1995), Buy Australian Made, Townsville Australia, Qld, Dept. of Economics, James Cook University of North Queensland.
• Fischer W. C, Byron P. (1997), Buy Australian Made, "Journal of Consumer Policy", vol. 20, nr 1, s. 89-97.
• Frank D. (1999), Buy American: The Untold Story of Economic Nationalism, Boston, Mass, Beacon Press.
• Fundacja Dajesz pracę PL (2006) źródło on-line, dostępne na http://www.dajeszprace.pl/?a=pages &id=l
• Garland R., Coy D. (1993), Buying New Zealand Made Groceries: Does Behaviour Match Attitude? "New Zealand Journal of Business", vol. 15, s. 1-18.
• Garland R., Burra L., Newman E. (1991), New Zealanders Attitudes to the "Buy New Zealand Made Campaign", raport niepublikowany.
• Good L. К., Huddleston P. (1995), Ethnocentrism of Polish and Russian Consumers: are Feelings and Intentions Related, "International Marketing Review", vol. 12, nr 5, s. 35-48.
• Han C. M. (1989), Country Image: Halo Or Summary Construct? "Journal of Marketing Research", vol. 26(2), s. 222-229.
• How to Buy American (HTBA) (2006) "How Americans can buy American", źródło on-line, dostępne na http://www.howtobuyamerican.com /bamw/bamw-031114-cotton.html, 7.11.2006.
• Irving S., Harrison R., Rayner M. (2002), Ethical Consumerism - Democracy through the Wallet, "Journal of Research for Consumers", Issue: 3, dostępny na: http://web.biz.uwa.edu.au/research/ jrconsumers/consumer/cons_article.asp?ArticleID=10.
• Klein N. (1999), No Logo, New York, Picador.
• Kompendium wiedzy o Unii Europejskiej (2006), PWN, Warszawa.
• Kreczko S. (2004), Zarejestrowane polskie produkty regionalne, dostępny na http://www.czwa.odr.net. pl/articles.php?id=0000001238.
• Liefeld J. P. (1991), Canadian Food Consumption Patterns, Proceedings of the New Zealand Institute of Food Science and Technology Conference, s. 9-33.
• Liefeld J. P. (2004), Consumer Knowledge and Use of Country-of-origin Information at the Point of Purchase, "Journal of Consumer Behaviour" vol. 4, nr 2, s. 85-96.
• Liga Polskich Rodzin (LPR) (2005), źródło on-line, dostępne na http://1.pz.lpr.pl/lpr_fakty04.htm.
• Maronick T. (1995), An Empirical Investigation of Consumer Perceptions of "Made in USA' claims, "International Marketing Review", 12 (3), s. 15-30.
• Marsden, Jacob Associates (1994), "The Australia Made" Campaign: Relevance, Rationale and General Equilibrium Effects in Unemployment and full Employment, Camberwell, Vic.
• Minister for Economic Development (2006), Buy Kiwi Made Cabinet Paper, nr EDPU 6/7/3, Office of the Minister for Economic Development, Wellington.
• Ministerstwo Rolnictwa i Rozwoju Wsi (MRiRW) (2006), Program PDŻ - Poznaj Dobrą Żywność, dostępny na http://www.bip.minrol.gov.pl/strona/DesktopDefault.aspx?TabOrgId= 1434.
• Ministry of Economic Development (2006), Economic Transformation, źródło online, dostępne na http://www.med.govt.med.nz/templates/StandardSummary 22996.aspx, 3.01.2006.
• Olesiński R. (2004), Starsi wolą polskie produkty, "Gazeta Prawna" nr 193 (1302) 2004-10-01.
• Promocja polskich towarów z pomocą państwa niezgodna z prawem UE, "Gazeta Prawna" 18 sierpnia 2004, dostępne na http://www.twoja-firma.pl/wiadomosc/2912,promocja-polskich-towarow-z-pomoca-panstwa-niezgodna-z-prawem-ue.html.
• Roy Morgan Research (2006), Australian Made Campaign Report, November 2006, Melbourne.
• Sharma S., Shimp T., Shin J. (1995), Consumer Ethnocentrism: A Test of Antecedents and Moderators, "Journal of the Academy of Marketing Science", vol. 23, nr 1, s. 26-37.
• Sheehy J. (1988), Crafted with Pride: The Message Hits Home, "Textile World", 138, s. 86-88.
• Shimp T. A. (1984), Consumer Ethnocentrism - The Concept and a Preliminary Empirical Test, "Advances in Consumer Research", vol. 11, s. 285-90.
• Tellström R., Gustafsson L, Mossberg L. (2006), Consuming Heritage: The Use of Local Food Culture in Branding, "Place Branding", 2 (2), s. 130-43.
• "Teraz Polska" - Fundacja Polskiego Godła Promocyjnego i Konkursu "Teraz Polska" (2006), źródło on-line, dostępny na http://www.terazpolska.pl/.
• TNS OBOP (2006), Kupując polskie produkty dajesz pracę. Informacje o efektywności kampanii, konferencja Owoce Współpracy", czerwiec 2006.
• Usunier J.C. (2006), Relevance in Business Research: The Case of Country-of-origin Research in Marketing, "European Management Review", vol. 3, s. 60-73.
• Wall M., Heslop L.A. (1986), Consumer Attitudes Towards the Quality of Domestic and Imported Apparel and Footwear, "Journal of the Academy of Marketing Science", vol. 14, nr 2, s. 27-36.
• Wang J. (2005), Consumer Nationalism and Corporate Reputation Management in the Global Era, "Corporate Communications" 10(3), s. 223-239.
• ---