A meta-synthesis of qualitative country reputation in search of building theory

Fabiana Mariutti; Danielle Denes

doi:10.5585/remark.v19i3.15874

Autores

Fabiana Mariutti Universidade Positivo, Curitiba, PR https://orcid.org/0000-0003-2404-7041
Danielle Denes Professora da Universidade Positivo – UP, Curitiba, PR https://orcid.org/0000-0001-8902-4137

DOI:

https://doi.org/10.5585/remark.v19i3.15874

Palavras-chave:

Reputação de país, Gestão de marca-país, Gestão de marca-nação. Estudo de caso, Meta-síntese, Pós-positivismo.

Resumo

Objetivo do estudo: O objetivo deste estudo interdisciplinar é teorizar a reputação de país usando a meta-síntese de estudo de caso como síntese de acumulação de conhecimento.

Metodologia: Essa pesquisa adotou a abordagem de Hoon (2013) sobre meta-síntese de estudos de caso para analisar o acúmulo de conhecimento sobre a reputação dos países.

Contribuições Teóricas e Metodológicas: A Figura 1. Etapas metodológicas da meta-síntese foram criadas com a apresentação das oito etapas do protocolo para orientar pesquisadores e profissionais. Dessa forma, a literatura foi concedida com contribuições teóricas e metodológicas sobre o entendimento aprofundado do construto reputação de país.

Principais Resultados: Embora os métodos quantitativos predominem na literatura sobre a reputação de país, os estudos qualitativos representam uma escolha robusta para a construção da teoria, com a abordagem de meta-síntese. Sendo assim, a Figura 2. Framework da gestão da reputação de país foi proposta por meio da identificação de três condições principais, como (i) pesquisa sobre os atributos do local focados em seus impactos na sociedade; (ii) plano estratégico baseado na reputação percebida do local; e (iii) iniciativas governamentais para elaboração de políticas públicas.

Relevância / Originalidade: Este é o primeiro estudo que aplica a meta-síntese de estudos de caso para teorizar a reputação de país.

Implicações Sociais: A consolidação da teoria da reputação de país pode ajudar a desenvolver uma visão integrada para impactar as atividades econômicas perante a reputação global, com oportunidades para geração de negócios, renda do turismo e novas perspectivas de desenvolvimento social para um país, suas cidades e regiões. Como a marca de um país é uma ferramenta estratégica para os governos melhorarem sua reputação, os resultados podem possibilitar que as instituições responsáveis justaponham nosso modelo de framework de gestão para planejar, executar e monitorar estratégias por meio de parcerias públicas e/ou privadas.

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Biografia do Autor

Fabiana Mariutti, Universidade Positivo, Curitiba, PR

Pós-Doc na FEA-RP - Universidade de São Paulo; PhD na Leeds Business Svhool, Inglaterra; Mestrado na FEA-RP - Universidade de São Paulo.

Danielle Denes, Professora da Universidade Positivo – UP, Curitiba, PR

Doutorado em Administração pela Universidade Positivo – UP.
Professora da Universidade Positivo – UP, Curitiba, PR.

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