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Country-Of-Origin Bias: A Literature Review and Prescription for the Global World

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Marketing, Technology and Customer Commitment in the New Economy

Abstract

The paper updates and extends Bilkey and Nes’ (1982) country-of-origin research, organizing and clarifying existing research streams, concluding with a set of research propositions appropriate for the global world. The paper argues that significant strategic opportunities, as well as potential pitfalls, exist in relation to country-of-origin bias, and that these must be successfully managed.

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Author information

Authors and Affiliations

  1. Springfield, USA

    Dalton Wilcox

Authors
  1. Dalton Wilcox
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Editor information

Editors and Affiliations

  1. Department of Marketing, Western New England University College of Business, Springfield, Massachusetts, USA

    Harlan E. Spotts

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© 2015 Academy of Marketing Science

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Wilcox, D. (2015). Country-Of-Origin Bias: A Literature Review and Prescription for the Global World. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_35

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