Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective

Suter, Mariana Bassi; Munjal, Surender; Borini, Felipe Mendes; Floriani, Dinorá Eliete

doi:10.1016/j.jbusres.2021.05.034

Cited by 15 publications

(14 citation statements)

References 113 publications

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“…In the process of international integration, macroeconomics is important to be studied [128] from a persuasive ethical communication perspective [108,120,121] with respect to customer ethnocentrism [45][46][47], while implying a sustainable effect [49,107] on the country of origin [43]. The nation's cultural differences interact with the business environment [97].…”

Section: Resultsmentioning

confidence: 99%

“…In the last four decades, the country of origin effect was studied by international researchers [36][37][38][39][40]. Furthermore, an analysis of the country of origin's image advantage [41][42][43] and a meta-analysis [44] were conducted. The country of origin effect was studied in terms of customer ethnocentrism and animosity [45][46][47].…”

Section: Review Of Literaturementioning

confidence: 99%

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The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

et al. 2022

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The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country of origin by applying two hypotheses. These hypotheses were tested on 689 respondents, mainly from Romania. This marketing communication analysis indicated that persuasion had more value for customers when ethical rhetorical arguments, dialects, poetry, essays, poems, and fairy tales were linked to a country’s culture, such as tradition, national values, and heritage, or were combined with art, such as paintings, sculptures, and music. The results demonstrated that artistic communication influenced consumer behavior positively, having a sustainable effect on the country of origin.

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Section: Resultsmentioning

confidence: 99%

Section: Review Of Literaturementioning

confidence: 99%

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

et al. 2022

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“…Such policy measures primarily improve local firms’ awareness and confidence for internationalization (Suter et al, 2021 ). At the same time, it can significantly impact their operational efficiency, communication effectiveness, and, consequently, local firms' export efficiency (Leonidou, 2004 ).…”

Section: Findings and Discussionmentioning

confidence: 99%

“…E-commerce is a great livelier for MSMEs... (Industry Expert) Government pays special attention on MSMEs through various schemes launched through the Ministry of Micro, Small and Medium Enterprises and the Ministry of Skill Development and Entrepreneurship. (Official, FIEO) Such policy measures primarily improve local firms' awareness and confidence for internationalization (Suter et al, 2021). At the same time, it can significantly impact their operational efficiency, communication effectiveness, and, consequently, local firms' export efficiency (Leonidou, 2004).…”

Section: Policies Enhancing Sme Internationalizationmentioning

confidence: 99%

Platform-Based Internationalization of Smaller Firms: The Role of Government Policy

et al. 2022

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Governments are recognizing anticompetitive concerns and market distortions associated with the rise of e-commerce platforms. Thus, policies are being crafted to level the playing field between large platform operators and small platform sellers. In addition, policies mitigating barriers to internationalization associated with using e-commerce platforms are also being developed. This study aims to explore these policy actions impacting the platform-based internationalization of small and micro enterprises (SMEs). The case study method is adopted to provide rich insights into the Indian Government policy actions impacting the e-commerce platform-based internationalization of Indian SMEs. More specifically, this investigation analyzes the extent to which the Indian Government policy actions have mitigated the home market and industry-level barriers to export for SMEs leveraging e-commerce platforms for their internationalization efforts. Study findings provide rich policy implications and fodder for future empirical testing of key qualitative insights uncovered in this study.

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“…EMFs present a significantly different context to study the I–P linkage for several reasons. First, in addition to liabilities of foreignness, EMFs because of their poor country image (Popli et al ., 2021; Suter et al ., 2021) and poor product image (Ramachandran and Pant, 2010) suffer from “liabilities of origin” in the foreign markets. Such liabilities of origin lead to poor legitimacy of EMFs in the foreign markets (Marano et al ., 2017).…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Internationalization motives, location advantages and performance: the case of Indian firms from knowledge-intensive industries

Ahsan

Sinha

2022

CCSM

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PurposeRecent empirical findings on the relationship between internationalization and firm performance (I–P) suggest a significant role of firm's context. Extending this line of argument, the authors study the effect of internationalization on firm's performance for emerging market firms from knowledge-intensive industries, taking into account the firm's motive of internationalization and host country’s location-based advantages.Design/methodology/approachThe authors link host country-specific advantages (CSAs) with firm-specific advantages (FSAs) to identify three distinct settings of internationalization for emerging economy firms – (1) asset-exploitative internationalization in developing or least developed countries, (2) asset-exploitative internationalization in developed countries and (3) strategic asset-seeking internationalization. The authors test this study’s hypotheses on a sample of 415 Indian firms from knowledge-intensive industries.FindingsThe authors find that firm's performance upon internationalization is non-linear in each of the three different settings. The nature of the non-linear relationship depends upon location-based advantages of the host country and the motive of internationalization.Originality/valueThe motive of internationalization and the location-based advantages sought during internationalization are unique for emerging economy firms. Hence, the study extends understanding of the I–P linkage in an emerging economy context.

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Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective

Cited by 15 publications

References 113 publications

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

Platform-Based Internationalization of Smaller Firms: The Role of Government Policy

Internationalization motives, location advantages and performance: the case of Indian firms from knowledge-intensive industries

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