Collective Perceptions and Country Image

Collective Perceptions and Country Image

Expected Learning Outcomes

• Understanding the concept of collective perceptions vis-a-vis country image
• Highlighting the significance of managing collective perceptions and the responsibility of all the stakeholders therein

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Country Image and Collective Perceptions

1. When you see or read the following terms, what is your first perception?

a) Made in USA                                                          b) Made in Japan
c) Made in Germany                                                 d) Made in South Korea
e) Made in China                                                       f ) Made in Taiwan
g) Made in Pakistan                                                  h) Made in Mexico
i) Made in India                                                          j) Made in Saudi Arabia
k) Made in France                                                     l) Made in Switzerland

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3. What is your assessment of the purport of the two articles that constitute this case flyer?

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5. How do you think the following incidents must have shaped India’s image amongst all the excellent stakeholders internationally (Exhibit II)?

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Managing Collective Perceptions: Screenplay, Direction and Actors

1. One of the articles in the case flyer says that India’s brand ranking in Brand Finance’s Country Brand Index is quite laudable with a brand value of US$1.3 trillion in 2012 and 2013, during which time India had witnessed some of the worst scams. How could India have a laudable rank?

2. The author of one of the two accompanying articles titled ‘Biz Leaders, Talk Up Brand India’ says that “Unfortunately, that isn’t the case... investing in other markets”. What is the role of India Inc. or India’s biggest companies’ CEOs’ role in managing the perceptions of India across the globe?

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Exhibits

Exhibit I: Countries and their Representative Image

Exhibit II: Impact of Events on a Country’s Perceptions

Collective Perceptions and Country Image

Synopsis

This case flyer enables a discussion on ‘collective perceptions’ in the context of a country’s national image. The case flyer attempts to identify the factors which will decide whether an event will impact the perceptions about a country. The factors, as identified in the case flyer are – (1) the extent of global integration/the degree of globalization of a country (2) The association interest value/the extent of reciprocal interest. Discussing the various events that have enhanced/damaged India’s image globally, the case flyer deliberates how the Rajat Gupta episode has dented the country’s image and that of Indians. The case flyer raises and discusses a very thought provoking question – Who is responsible for managing a country’s national image? Dealing extensively with collective perceptions, the case flyer is suitable for teaching the concept of ‘Perceptions’ in Organizational Behavior Course.

Expected Learning Outcomes

• • Understanding the concept of collective perceptions vis-a-vis country image
• • Highlighting the significance of managing collective perceptions and the responsibility of all the stakeholders therein

Positioning and Setting

The case flyer can be used in the following courses:

• a) Organizational Behavior – Perceptions

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Suggested Orchestration

Before the Case Flyer Discussion in the Classroom

a) Before the classroom discussion, the students were asked to read Brand Finance’s Annual Report on Nation Brands.

b) The students were also asked to read Future Brand’s Country Brand Index.

c) Students were suggested to watch Aamir Khan’s Incredible India! Campaign before the classroom discussion.

d) Most importantly, the students were encouraged to analyze all the questions given in the case flyer (either individually or in learning teams or appropriate discussion forums) for them to participate effectively and enrich the learning outcomes.

During the Case Flyer Discussion in the Classroom

The discussion on the case flyer was conducted under two broad topics:

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The flow of questions to be discussed in the classroom has been elaborated in Annexure (TN)-I: The Board Plan

I. Country Image and Collective Perceptions

• To begin an analysis on this case flyer, the class discussed Aamir Khan’s Incredible India! campaign where he urges the viewers (Indians) to be sensitive about India’s national image and most importantly, not to project a wrong image about India. An understanding of the purpose of the campaign helped initiate the discussion on collective perceptions and country image.

• The class undertook a small exercise where the participants were asked to give their perception about countries listed in the first section of the case flyer.

• This was followed by another classroom exercise on the basis of a question from the case flyer where the participants were asked to match the two columns (products/service and countries) of Exhibit I. The class matched the columns as shown in Exhibit (TN)-I....................

Exhibits

Exhibit (TN)-I: Countries and their Representative Image

Exhibit (TN)-II: Impact of Events on a Country’s Perceptions

Annexures

Annexure (TN)-I: Board Plan

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