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The main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.

The proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.

According to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.

The study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.

El principal objetivo de este estudio es identificar algunas de las variables que inciden en la percepción de la marca país Brasil, así como el conocimiento de las relaciones entre ellos.

El modelo propuesto tiene como objetivo conocer la influencia de la imagen afectiva, la imagen cognitiva, la identidad y reputación en la marca país. El PLS (Partial Least Squares) es el método utilizado para probar el modelo propuesto.

Según los resultados obtenidos, parece que tanto la identidad como la reputación tienen un efecto positivo y significativo en la marca país. Por otro lado, la imagen cognitiva se relaciona positivamente con la identidad y la imagen afectiva, mientras que sorprende que la imagen afectiva en sí misma no muestra una influencia significativa sobre la identidad.

El estudio es de especial interés para los responsables políticos, ya que explica los factores que debe influir para potenciar con éxito la marca país. También contribuye al desarrollo teórico proponiendo un modelo conceptual que resalte la importancia de la imagen cognitiva en la marca país, por su efecto sobre la imagen e identidad afectiva.

The purpose of this paper is to analyze whether or not the reputation of a region/country in the international wine market depends on a region/country’s efforts to specialize in a specific grape variety.

Data on 19,959 bottles of wine corresponding to six vintages across ten wine producing regions worldwide are used to estimate a hedonic price model that measures consumer valuations of the different wine attributes.

The results of this study show that although variety specialization has successfully underpinned the reputation of some New World regions, such as the Napa Valley (with its Cabernet Sauvignon) or Oregon (with its Pinot Noir); in others, such as Australia (with its Shiraz), this has not been successful.

Over the last ten years, the exponential growth of Australian bulk wine exports has seriously harmed the reputation of Australian wine. With respect to the Napa Valley wines, price discount received by Australian wines increases between the 1997 and 2007 vintage from 33 to 61 percent. Thus, in order to successfully build a collective reputation of an entrant (New World) country, an institutional framework that mediates differences of interest between the large and small vineyards and, above all, that regulates the free-rider problem in the wine market is required.

This paper empirically illustrates how cooperative (and non-cooperative) behavior between firms can help to build (and to destroy) collective reputation of wines that come from the same region or country.

El objetivo de este trabajo es analizar si los esfuerzos de una región/país por especializarse en la producción de una misma variedad de cepa sirven o no para construir la reputación de una región/país en el mercado internacional del vino.

Se utiliza un modelo econométrico de precios hedónicos sobre la base de 19.959 mil observaciones provenientes de 6 cosechas y 10 zonas productoras de vino del mundo.

Los resultados de este estudio muestran que aunque la especialización por cepa ha impulsado la reputación de algunas regiones del Nuevo Mundo, como la del Valle de Napa (con su Cabernet Sauvignon) o la de Oregon (con su Pinot Noir); en otras, como la de Australia (con su Shiraz), no ha sido una estrategia exitosa.

En los últimos diez años, el crecimiento exponencial de las exportaciones de vino a granel australiano ha dañado seriamente la reputación del vino de dicho país. Respecto a los vinos de Napa, el castigo de precios de los vinos australianos ha crecido desde un 33% en la cosecha 1997 a un 61% en la cosecha 2007. Así, si se desea construir con éxito la reputación de un país entrante (del Nuevo Mundo) al mercado mundial del vino, se requiere de un marco institucional que medie las diferencias de interés entre las grandes y pequeñas viñas, y que, por sobre todo, regule las conductas no cooperativas (free-rider) que surgen al amparo de la reputación colectiva asociada a los vinos que provienen de una misma región o país de origen.

Este paper ilustra de manera empírica cómo las conductas cooperativas (y no cooperativas) entre productores pueden ayudar a construir (y a destruir) la reputación colectiva de los vinos que provienen de una misma región o país.

The purpose of this paper is to study the relation between to export performance measures; growth exports and export intensity with the resources, capabilities and characteristics of the firms as factors determining its success.

The study used a questionnaire, answered by 133 firms from a random sample of 480 Chilean firms.

The two performance measures of the study, export intensity and growth of the exports resulted equally predictive of the export success, but with a different set of variables. The export growth was strongly related with the firms that had recently started, that have executive staff with an overseas education and a long term commitment to export, did research and development, followed market developing strategies and strategic alliances. The export intensity shows a strong relation with smaller firms, more experienced and involved in foreign markets. The successful companies in the foreign markets are very opportune and flexible in satisfying the needs of their clients and innovate their products.

The biggest limitation of this research is that it was conducted only in one South American country with a limited sample size.

Smaller firms require support from the State, to finance market studies, to access international fairs and financial sources. The findings are innovative for the export management in developing countries, intensive in natural resources, especially those of small size such as the case of Chile.

Estudiar la relación entre dos medidas del desempeño exportador, crecimiento de exportaciones e intensidad de exportaciones, con los recursos, capacidades y características de la firma como factores determinantes de su éxito.

Un estudio basado en un cuestionario, respondido por 133 firmas de una muestra aleatoria de 480 firmas chilenas, representativa de las firmas exportadoras, seleccionadas aleatoriamente.

Las dos medidas de desempeño exportador del estudio, intensidad de exportaciones y crecimiento de las exportaciones resultaron igualmente predictivas del éxito exportador, pero con diferentes conjuntos de variables predictivas.

La mayor limitante de esta investigación es que fue realizada en sólo un país de Sudamérica con un tamaño de muestra algo limitado.

El crecimiento de exportaciones estuvo fuertemente relacionado con las firmas que se iniciaron recientemente, que poseen personal ejecutivo educado en el extranjero y un compromiso de largo plazo a exportar, realizan investigación y desarrollo, siguen estrategias de desarrollo de mercados. La intensidad de exportación expresa una relación fuerte con las firmas más pequeñas, más experimentadas e involucradas en los mercados extranjeros. Las compañías exitosas en los mercados de exportación son muy oportunas y flexibles en satisfacer las necesidades de sus clientes, innovan en sus productos y siguen estrategias de alianzas cooperativas y redes.

Los gobiernos deberían apoyar a las firmas pequeñas, financiando estudios de mercado, apoyando su acceso a ferias internacionales y financiamiento.

Los hallazgos son originales para la gestión de exportaciones en países en desarrollo, intensivos en recursos naturales, especialmente aquéllos de un pequeño tamaño, como Chile.

The purpose of this paper is to present an economic evaluation of Uruguay’s beef industry competitiveness to quantify the effects of public policies (taxes, subsidies, social charges) on the various links constituting the beef export chain and estimate the impact of transfers of resources between the beef industry and other sectors of the economy.

The Policy Analysis Matrix (PAM) techniques were employed to quantify the effects of public policies on the competitiveness of Uruguay’s beef industry. A series of PAM coefficients were calculated to assess the competitiveness of the beef export chain in 2010 and 2013 with comparison between the two years to make policy recommendations.

Beef sector returns captured by private agents decreased from 30 percent in 2010 to 10 percent in 2013. Competitiveness of the beef export chain deteriorated between 2010 and 2013 due primarily to higher prices paid for live cattle by the beef slaughtering, manufacturing, and packing sector. Uruguay’s beef industry transfers resources to the larger economy via social security payments and is penalized as a result of high capital costs.

Although three different sources of resource transfers were identified, more effort is needed to improve the precision of estimations.

The competitiveness of export chains is critical to the economic and social wellbeing of small-economy countries. They must be efficient producing for the international markets at the time they constitute pillars of the whole economy.

Analyses the influence of the use of Spanish and of regional languages in consumers and homes of five bilingual regions of Spain: Balearic Islands, Basque Country, Catalonia, Galicia and Valencia. After eliminating the effects of social class and of habitat, a fair number of significant differences have been found between speakers of Castilian (i.e. Spanish), bilinguals and speakers of their own vernacular language, in very varied areas: food, drinks, home cleaning products, financial services, cosmetics and personal hygiene products, shopping stores, reading of newspapers, supplements and magazines, home equipping and makes of car. Language has revealed itself as a good criterion for segmentation in various sectors and regions in order to reach each linguistic group more efficiently.

The chapter begins by examining the origins of sociology of sport in Spain, which dates back to the transition to democracy, during which period sport became transformed progressively from an object of social concern into an object of sociological study. It then goes on to analyse the main factors of activation in particular processes of university teaching staff accreditation which acted as catalysts for the set of processes that fostered the emergence of sociology of sport in Spain. Lastly, the principal study fields are analysed by grouping them into three areas: sport and society, social attitudes to sport and sport facilities and organisations. In the conclusion, an assessment is made of contributions made to the speciality as well as of sociology of sport’s progressive internationalisation, a rare phenomenon prior to 2005 which is now regarded as a major indicator of the maturity of the discipline.

The purpose of this paper is to examine the emergence of a social enterprise by highly skilled members of a diaspora. While most literature has focused on government intervention for diaspora engagement and monetary remittance flows from migrants, less attention has been paid to the transfer of social remittances and social enterprises created by diasporas. Based on the concept of social remittances, social network theory and motivation perspectives, this study unpacks the emergence of a social enterprise by highly skilled migrants of a developing country.

This study examines social enterprise emergence through an autoethnographic approach to describe and systematically analyze personal experience. This approach allows to understand cultural experience around the emergence of a social enterprise created by diverse members of a diaspora.

Findings reveal that diaspora knowledge networks (DKNs) can emerge through the activation of a highly skilled diaspora network structure. Core diaspora members can activate a latent network of highly skilled migrants that wish to fulfill intrinsic motivations. Findings support the extend current understandings of social remittances by highly skilled migrants, who emerge as a transnational community that desires to stay connected to their country-of-origin and can support the emergence of a transnational network structure for development. The findings reveal that place attachment, sense of duty and well-being are key factors for highly skilled migrants to engage in DKNs.

The paper contributes to literature on networks and migrant-based organizational emergence by examining how and why highly skilled migrants from a developing country engage in the emergence of a DKN. Findings challenge previous views of government intervention and provides evidence on how the transmission of collective social remittances can flow trans-nationally, making highly skilled migrants effective agents of knowledge circulation and DKNs a vehicle for transmission. More specifically, the study provides evidence of the relevance of transnational features in the context of diaspora networks that lead to organizational emergence. It underscores the influence of interrelated motivations in diaspora engagement studies.

The purpose of this paper is to identify the characteristics of Brazilian personality, associating them with the cordial man of the book Raízes do Brasil (Roots of Brazil). In addition, it aims to present an agenda for future management studies, suggesting works in several managerial areas which may be influenced by traits of the Brazilian personality.

A systematic review of studies on Brazil’s image was developed, so that it was possible to identify the main characteristics of the Brazilian personality. The main personality traits found were compared to those identified in the cordial man, from the book Raízes do Brasil.

The results indicate the main traits of Brazilians’ personality: sensual, cunning, cheerful, creative, hospitable, friendly and cordial. These traits are directly related to cordiality, mentioned in some studies, and also indirectly through words alluding to the character of the cordial man. These traits are related to the Brazilians image abroad and have created a confused image of Brazil.

Regarding the theoretical contribution, the future studies agenda presented suggests the development of papers that relate Brazilians’ personality traits to other areas besides tourism, such as negotiation, organizational culture, exports, foreign direct investment, talent attraction and public diplomacy.

This study indicated that in practice, the Brazilian Government should develop marketing actions to promote a more consistent image of Brazil, reinforcing its positive aspects and creating new associations that allow Brazil to bring not only tourists but also residents, companies and investors for the country. These positive aspects, regarding the country citizens, can be their affability, hospitality, extraversion and generosity, which can improve the foreigners’ impressions on Brazil.

The originality of the study is to relate the concept of cordial man to the Brazilian people, showing the main features of their personality and also in the elaboration of an agenda indicating suggestions for future studies that relate the personality traits of Brazilian people with other areas.

The research steam on tourism destination image, begun in the late 1960s, has been essentially operational in its approach, and only occasionally strategic. Aspects relating to the image of tourism destinations still constitute a relatively unexplored line of research. This paper, first establishes specific conceptual and methodological approaches, to enable us to rigorously study and evaluate the image of what we understand as a tourism destination characterized by “sun and beach”. It then applies this methodological proposition to a number of destinations in the Caribbean, focusing on the case of Cuba from an important tourist‐origin market for this destination, Spain.