ASSESSING HOW COMPANIES LEVERAGE COUNTRY OF ORIGIN AS A COMPETITIVE ADVANTAGE: A CASE STUDY OF AN ASIAN FOOD AND BEVERAGE COMPANY IN THE NETHERLANDS FINAL PROJECT By Vianka Reylene Sunjata 19021093 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2025 ASSESSING HOW COMPANIES LEVERAGE COUNTRY OF ORIGIN AS A COMPETITIVE ADVANTAGE: A CASE STUDY OF AN ASIAN FOOD AND BEVERAGE COMPANY IN THE NETHERLANDS Vianka Reylene Sunjata 19021093 Undergraduate Program School of Business and Management Institut Teknologi Bandung, 2022 Supervisor: Dr. S.J Yeon, Annisa Novieningtyas ABSTRACT The Country of Origin (CoO) concept has gradually had a big influence on customer perception. However, the availability of information regarding the view from a business remains understudied, particularly in the food and beverage industry. This paper investigates how Asian restaurants in the Netherlands leverage CoO effect to differentiate themselves in competitive food markets. The findings emphasize the critical role of firm-specific resources and capabilities, as outlined by the resource-based view, in effectively utilizing CoO as a competitive advantage. Findings showed specific strategies applied by a company that leverages Korean CoO to gain a competitive advantage through : strategic insights, balancing CoO and localization, relying on marketing tools, and brand differentiation. This study contributes to the discourse on using CoO as a differentiation and its practical applications in branding strategies. Keywords : Country of Origin (CoO), resource-based view, Asian restaurant, food and beverage industry, competitive advantage, branding, international marketing i MENILAI BAGAIMANA PERUSAHAAN MEMANFAATKAN COUNTRY OF ORIGIN SEBAGAI KEUNGGULAN KOMPETITIF: STUDI KASUS PERUSAHAAN MAKANAN DAN MINUMAN ASIA DI BELANDA Vianka Reylene Sunjata 19021093 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung, 2022 Supervisor: Dr. S.J Yeon, Annisa Novieningtyas ABSTRACT Konsep Country of Origin (CoO) secara bertahap memiliki pengaruh besar terhadap persepsi pelanggan. Namun, ketersediaan informasi mengenai perspektif dari sisi bisnis masih kurang dipelajari, khususnya dalam industri food and beverage (FnB). Penelitian ini menyelidiki bagaimana restoran Asia di Belanda memanfaatkan efek CoO untuk membedakan diri di industri FnB yang kompetitif. Temuan penelitian ini menekankan peran penting sumber daya dan kapabilitas spesifik perusahaan, sebagaimana dijelaskan dalam pendekatan resource-based view, dalam memanfaatkan CoO secara efektif sebagai keunggulan kompetitif. Hasil penelitian menunjukkan strategi spesifik yang diterapkan oleh sebuah perusahaan yang memanfaatkan CoO Korea untuk memperoleh keunggulan kompetitif melalui: wawasan strategis, keseimbangan antara CoO dan lokalisasi, pemanfaatan alat pemasaran, serta diferensiasi merek. Studi ini berkontribusi pada diskusi mengenai penggunaan CoO sebagai strategi diferensiasi serta penerapannya dalam strategi branding secara praktis. Keywords : Country of Origin (CoO), resource-based view, restoran Asia, food and beverage industry, competitive advantage, branding, international marketing ii APPROVAL PAGE ASSESSING HOW COMPANIES LEVERAGE COUNTRY OF ORIGIN AS A COMPETITIVE ADVANTAGE: A CASE STUDY OF AN ASIAN FOOD AND BEVERAGE COMPANY IN THE NETHERLANDS By Vianka Reylene Sunjata ID No: 19021093 A Final Project in Partial Fulfillment ​ of the Requirement for the Degree of Bachelor of Management ​ Undergraduate Program of Management Study ​ School of Business and Management Institut Teknologi Bandung March, 2025 Approved By ​ ​ __________________________ Dr. rer. Pol. Achmad Fajar Hendarman, S.T., M.S.M iii.