Outfoxing LISA’s Competition in the International Market: Exploring the Country-of-Origin Image (COI) as a
Firm’s Resource for a Czech Beer Brand
Nikolay Slivkin
TBS Business School, France
Mariana Bassi-Suter
TBS Business School, France
Beatrice Maria Zanellato Fonseca Mayer
University of Vale do Itajai, Brazil
Volume 20: 2025, pp. 000-000; ABSTRACT
In the fictional Central Asian country of Dalastan, LISA, a popular Czech pilsner brand,
has enjoyed considerable market success since its launch. However, the brand’s stable market
position is now threatened by the entry of a direct competitor, the BRANEK brand. Facing this new
challenge, LISA must strategically focus its positioning to sustain its market share. This case
presents readers with the role of marketing analysts who assist the brand manager in navigating
various strategic decisions. Through this experiential learning scenario, readers will explore
different marketing opportunities and threats, discuss the usage of the Czech country-of-origin
image (COI) as a resource for the brand, as well as assess the impacts on the strategic choices for
LISA’s competitiveness in Dalastan. The objective is to consider marketing and positioning choices
that will reinforce LISA’s desired positioning and values, ensuring its continued appeal in a
dynamically shifting market landscape. This case study provides a practical insight into the
application of strategic marketing principles in the international and competitive market of fastmoving consumable goods.
Keywords: brand positioning, country-of-origin image (COI), FMCG marketing, international
marketing, competitive strategy, brand management.
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