https://doi.org/10.1057/9781137376466_5">
 
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Title

How "American" are "All-American" Brands? A Case of Gap, Inc. as "Made in America" Brand

Format

Contribution to a Book

Book Title

International Business Realisms: Globalizing Locally Responsive and Internationally Connected Business Disciplines

First Page

66

Last Page

84

Editor

Anshu Saxena Arora

Files

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.

ISBN

978-1-137-37646-6

Publication Date

2013

Publisher

Palgrave

Series

Palgrave Business & Management

Keywords

Gap Inc, American made

Disciplines

Business

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