Explorando o potencial de uso do 'made in...' no Brasil
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2002
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This report presents the key characteristics of Country of Origin from the Strategic Planning and Marketing viewpoints. The basic concepts are reviewed as well as two emblematic experiences: the well-known case of Champagne from France and the certification efforts concerning Patagonia-produced mutton. In addition, an exploratory study was conducted among a selected group of 20 experienced São Paulo executives and businesspersons in order to assess the benefits of using the 'Made in Brazil' strategy in connection with chosen products. Based of these findings there is evidence that several Brazilian products and services could benefit from certification of their origin.