Article

Waving the Flag: The Influence of Country of Origin on Corporate Reputation

William Newburry

in The Oxford Handbook of Corporate Reputation

Published in print July 2012 | ISBN: 9780199596706
Published online November 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199596706.013.0012

Series: Oxford Handbooks in Business and Management

 Waving the Flag: The Influence of Country of Origin on Corporate Reputation

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This article outlines the literature on country of origin and other effects related to the reputations of countries, with the aim of better understanding the degree to which firm reputations are determined by the reputations of the countries from which they hail. It also explores the liability of foreignness (LOF) literature and the more recent country reputation literature. Organisational legitimacy significantly contributed to LOF. Empirical evidence supports the view that foreign firms do face liabilities, particularly within developed country contexts. It is strongly suggested that developed countries have higher reputations than their developing country counterparts. As multinational corporations and international trade continue to grow, understanding the impact of home country reputations on the reputations of companies and their products and services will become increasingly important.

Keywords: country of origin; firm reputations; liability of foreignness; organisational legitimacy; foreign firms; multinational corporations; international trade; country reputations

Article.  8226 words. 

Subjects: Business and Management ; Organizational Theory and Behaviour ; International Business

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