Perception of foreignness: Benefit or liability?

摘要

To analyze the belief that the foreignness of a product is often perceived negatively by home country consumers. Perceptions of a country image at times of crisis depend on the country of the perceiver and underscore the need to include home country factors in the analysis of country image. Therefore, any cost/benefit analysis associated with perceptions of foreignness needs to be incoporated into decisions on the mode of entry (exporting vs. establishing a foreign affiliate) and location of manufacturing and design activities. This is a critical factor of marketing management given the trend toward global sourcing.