CIRANO organized a seminar for the launch of the book entitled Marketing and Globalization written by Aurélia Durand, Associate Professor at HEC Montréal and CIRANO Fellow, on December 6, 2018. Four other CIRANO Fellows from HEC Montréal also contributed to this work: Ari Van Assche, Patrick Cohendet, Ekateria Turkina and Thierry Warin.
During this launch, Aurélia Durand presented one of the chapters of her book on territorial and geographically based marketing.
The presentation allowed for a better understanding of the concept of country of origin versus territorial marketing or place branding. Ms. Durand demonstrated this by presenting an analysis of several examples of companies relying on the geographic cues (Canada Goose, IKEA, Victorinox, and Volkswagen) as well as several national examples of place branding (Argentina, Australia, Chile, and Slovenia).
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