Abstract
This conceptual paper examines the role of country-of-origin effects in MNCs. It deals with definitional problems and discusses both the sources of the country-of-origin effect, and the mechanisms through which it manifests itself.
The strength of the country-of-origin effect is hypothesized to be moderated by factors related to both the home country and the MNC.
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Noorderhaven, N.G., Harzing, AW. (2003). The “Country-of-origin Effect” in Multinational Corporations: Sources, Mechanisms and Moderating Conditions. In: Noorderhaven, N.G. (eds) Management and International Review. Journal of International Business, vol 2. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-322-90995-4_4
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DOI: https://doi.org/10.1007/978-3-322-90995-4_4
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