According to Dunning’s eclectic theory, the location advantages play a key role in international investment mode choice, in which the country relations are important determinants. In some previous studies, the country relations and another bilateral factor, the country distance, are often confused, which can result in the inconsistency of conclusions. And excepting political factors, the economic dependence and other relations are insufficiently considered in the literature. This article makes a distinction between relation and distance, and puts forward a simplified analytical framework, the indicator system, and some quantitative methods for country relations. The indicators, including political, economic, and social factors, can better satisfy the horizontal analysis of the outbound investment. The economic and social indicators are determined by the magnitude of interaction as well as the share in the home country, and hence, the evaluation results can reflect the differences between the two countries. Finally, by evaluating the relations of other BRICS countries with China, the rationality is illustrated.

As an index to measure the cultural differences between countries, culture distance (CD) is a widely used construct in international business and postulated to be symmetric in previous studies. However, CD symmetry across different countries is been demonstrated to result in the national CD paradox. A new asymmetry index utility cultural distance (UCD) is proposed to replace the previous one in this study. The cultural utility function is applied to calculate the UCD for a particular country, where the cultural bias could cause the asymmetric change of cultural score. The index is verified to be a significant variable in the regression analysis of China’s outward foreign directing investment to 17 other countries in 15 years. The UCD demonstrated in this paper corrects the fallacious symmetry assumption on cultural distance and can maintain a consistent and effective conclusion on cultural differences in international business studies.