Abstract
When deciding on overseas production locations, the manager must take into account not only resource and cost benefits, but the effect that country of origin may have on consumer evaluations. An experiment conducted by a telephone survey procedure examined country of origin perceptions of twelve countries and eight products, using both perceived quality and choice measures. As hypothesized, preferences were found to be more product specific for industrialized than less developed countries. In addition, hypotheses that performance risk and brand moderate the effects of country were upheld under most conditions.
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*Victor V. Cordell (Ph.D., University of Houston, 1988) is Assistant Professor and Director, Center for International Business Planning at George Mason University. He was formerly an international banker with Chase Manhattan Bank. His research interests include international market entry, comparative marketing systems, and product counterfeiting.
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Cordell, V. Effects of Consumer Preferences for Foreign Sourced Products. J Int Bus Stud 23, 251–269 (1992). https://doi.org/10.1057/palgrave.jibs.8490267
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DOI: https://doi.org/10.1057/palgrave.jibs.8490267