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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