How "American" are "All-American" Brands? A Case of Gap, Inc. as "Made in America" Brand
Format
Contribution to a Book
Publication Date
2013
Publisher
Palgrave
ISBN
978-1-137-37646-6
Description
In the wake of globalization, American businesses are changing their models and strategies in various ways to stay competitive. However, consumers may not always recognize how brand identity can get impacted in this process. This study examines the degree of “Americanization” of Gap, Inc. which is a leading “all-American” retail clothing brand. The study uses primary research to investigate how perception differs among three categories of retail clothing industry agents: consumers, low level employees, and senior management. The results indicate that there is an evolution in market perceptions regarding all-Americanness. Consumer perception of brand is aligned with the dictionary definition while management’s perception transcends the classic definition of “Made in America.” As people become more educated and acquire business knowledge and managerial expertise, style takes precedence over manufacturing location in the definition of what constitutes an all-American brand.
Book Title
International Business Realisms: Globalizing Locally Responsive and Internationally Connected Business Disciplines
First Page
66
Last Page
84
Editor
Anshu Saxena Arora
Files
Recommended Citation
Wycoff, E., Sooreea, R. (2013). How “American” Are “All-American” Brands? A Case of Gap, Inc. as “Made in America” Brand. In: Arora, A.S. (eds) International Business Realisms: Globalizing Locally Responsive and Internationally Connected Business Disciplines. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137376466_5
Series
Palgrave Business & Management