Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic
Peer Review Report
Main Article Content
Abstract
This teaching case focuses on the national and international expansion of IGT Motors, a Brazilian company operating in the market for twenty years that has moved most of its production to China since 2010. Nearly after the company started searching for new markets abroad and adapted its internal and communication processes to comply with other countries’ preferences and regulations, the outbreak of the COVID-19 pandemic led top management to rethink its production and marketing strategies, specifically hit by involving China, country of origin of the virus. The case is about how small companies in the midst of a global expansion can deal with unexpected scenarios and emerging crisis, engaging students to reflect upon the initiatives that might be taken to overcome issues such as consumer animosity, but also to make the company less susceptible to similar situations in the future.
Download data is not yet available.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.
After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.
References
Bricongne, J. C., Fontagné, L., Gaulier, G., Taglioni, D., & Vicard, V. (2012). Firms and the global crisis: French exports in the turmoil. Journal of international Economics, 87(1), 134-146. https://doi.org/10.1016/j.jinteco.2011.07.002
De Nisco, A., Massi, M., & Papadopoulos, N. (2020). Partners or Foes? Cross-Country Consumer Animosity, Ethnocentrism, and Nationalism in Times of International Crisis. Journal of Global Marketing, 33(3), 2019-222. https://doi.org/10.1080/08911762.2020.1744209
Edwards, R., Gut, A. M., & Mavondo, F. (2007). Buyer animosity in business to business markets: evidence from the French nuclear tests. Industrial Marketing Management, 36(4), 483-492. https://doi.org/10.1016/j.indmarman.2005.12.008
Éltető, A. (2019). Export of SMEs after the crisis in three European peripheral regions: A literature review. Society and Economy, 41(1), 3-26. https://doi.org/10.1556/204.2018.002
Giotopoulos, I., & Vettas, N. (2018). Economic crisis and export‐oriented entrepreneurship: Evidence from Greece. Managerial and Decision Economics, 39(8), 872-878. https://doi.org/10.1002/mde.2976
Giotopoulos, I., Kontolaimou, A., & Tsakanikas, A. (2017). Drivers of high-quality entrepreneurship: what changes did the crisis bring about? Small Business Economics, 48(4), 913-930. https://doi.org/10.1007/s11187-016-9814-x
Grappi, S., Romani, S., & Bagozzi, R. P. (2020). Consumer reshoring sentiment and animosity: Expanding our understanding of market responses to reshoring. Management International Review, 60(1), 69-95. https://doi.org/10.1007/s11575-019-00399-2
Leong, S. M., Cote, J. A., Ang, S. H., Tan, S. J., Jung, K., Kau, A. K., & Pornpitakpan, C. (2008). Understanding consumer animosity in an international crisis: Nature, antecedents, and consequences. Journal of International Business Studies, 39(6), 996-1009. https://doi.org/10.1057/palgrave.jibs.8400392
Magnusson, P., Westjohn, S. A., & Sirianni, N. J. (2019). Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations. Journal of International Business Studies, 50(3), 318-338. https://doi.org/10.1057/s41267-018-0175-3
Magnusson, P., & Westjohn, S. A. (2011). Is there a country-of-origin theory? (Chap. 15). S. C. Jain & D. A. Griffith (Eds.), Handbook of Research in International Marketing. Cheltenham, UK: EE.
Melitz, M. J., & Ottaviano, G. I. (2008). Market Size, trade, and productivity. Review of Economic Studies, 75(1), 295-316. Retrieved from https://scholar.harvard.edu/melitz/files/melot_restud_final.pdf
Pandya, S. S., & Venkatesan, R. (2016). French roast: Consumer response to international conflict: Evidence from supermarket scanner data. Review of Economics and Statistics, 98(1), 42-56. https://doi.org/10.1162/REST_a_00526
Timoshenko, O. A. (2015). Learning versus sunk costs explanations of export persistence. European Economic Review, 79, 113-128. https://doi.org/10.1016/j.euroecorev.2015.02.006
Wang, C. L., Li, D., Barnes, B. R., & Ahn, J. (2012). Country image, product image and consumer purchase intention: Evidence from an emerging economy. International Business Review, 21(6), 1041-1051. https://doi.org/10.1016/j.ibusrev.2011.11.010
Westjohn, S. A., Magnusson, P., Peng, Y., & Jung, H. (2019). Acting on anger: Cultural value moderators of the effects of consumer animosity. Journal of International Business Studies, 1-25. https://doi.org/10.1057/s41267-019-00289-7