The Impact of the Image of Poland on the International Competitiveness of Polish Enterprises

• Autorzy: Joanna Bednarz

Warianty tytułu

Wpływ wizerunku Polski na konkurencyjność międzynarodową polskich przedsiębiorstw

• Języki publikacji: EN

Abstrakty

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this article, the results of surveys prepared by Polish institutions and universities as well as the results of an unpublished survey carried out by the author were used.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. (original abstract)

Niebagatelne znaczenie dla każdego przedsiębiorstwa decydującego się na ekspansję zagraniczną ma wizerunek kraju, z którego pochodzi. Reputacja kraju macierzystego wpływa na wizerunek i postawy, a w konsekwencji także na sprzedaż towarów i/lub marek w nim wytworzonych. Celem niniejszego artykułu jest ukazanie istoty wizerunku państwa i efektu kraju pochodzenia oraz wpływu tych elementów na budowanie przewagi konkurencyjnej podmiotów gospodarczych na rynkach zagranicznych. Szczegółowej analizie poddano duże i średnie polskie przedsiębiorstwa funkcjonujące w branży spożywczej, kosmetycznej i odzieżowej, które z powodzeniem prowadzą działalność gospodarczą w Niemczech, Czechach, Rosji i na Ukrainie. Uogólniając wnioski płynące z obserwacji oraz przeprowadzonego w 2012 r. badania empirycznego można stwierdzić, że polskie pochodzenie badanych przedsiębiorstw raczej nie utrudnia im ekspansji na rynki europejskie. Wydaje się, że ewentualne negatywne skojarzenia są silniejsze w świadomości potocznej niż w środowisku gospodarczym. (abstrakt oryginalny)

Słowa kluczowe

EN

Image of the country; International competitiveness; Internationalization; Competitiveness; Country of origin (COO)

PL

Wizerunek państwa; Konkurencyjność międzynarodowa; Internacjonalizacja; Konkurencyjność; Kraj pochodzenia produktu

• Czasopismo: International Business and Global Economy
• Rocznik: 2014
• Numer: nr 33 European Union - 10 Years after Enlargement
• Strony: 470--481

Twórcy

autor

Joanna Bednarz

• Uniwersytet Gdański

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Identyfikatory

DOI

10.4467/23539496IB.13.034.2419