thesis subject :
Intercultural marketing,International marketing,Territorial marketing,Attractiveness,Product perception,Soft power.
Thesis start date :
2023-2024
Name of thesis supervisor(s) :
Jean-Philippe GALAN
Thesis abstract :
In a globalized system, the origin of a product can significantly influence a company’s perception and work against its planned positioning. The aim of this study is to use the parameter of a product’s origin as a driving force to enhance its value in consumer perception. To this end, we will study how the diffusion of South Korean culture has led to a transfer of positive attitudes towards its companies and products, and describe models that can be applied to organizations depending on their target markets.
Conducted in the context of a CIFRE, the aim of this thesis will be to draw up operational recommendations and tools that can be applied to other territories, enabling them to take advantage of the synergy between the territory’s intrinsic attractiveness (which we can associate with cultural attractiveness) and economic attractiveness. As the CIFRE is being carried out within the Regional Economic Development Agency of the Occitanie region, part of the thesis will also be devoted to the case study of this territory and the development of applicable operational recommendations drawn from the results of the South Korean case study.
