Open AccessLooking at Both Sides of the Coin: Revisiting the Role of Country of Origin in International Business
Author(s) -
Alexander Josiassen,
Richard Fletcher
Publication year - 2010
Publication title -
journal of business systems, governance and ethics
Language(s) - English
Resource type - Journals
ISSN - 1833-4318
DOI - 10.15209/jbsge.v5i1.174
Subject(s) - extant taxon , perspective (graphical) , international business , perception , country of origin , positive economics , marketing , business , sociology , epistemology , economics , management , computer science , philosophy , artificial intelligence , evolutionary biology , biology
In international business the country-of-origin and psychological distance concepts play crucial roles. Both have been extensively investigated by researchers. However, the notion that they both deal with country-perceptions as seen from the seller and buyer respectively have mostly been overlooked in the extant literature. In this article, the authors argue that the two concepts are critical to market success and that firms must consider their joint influence on the buyer-seller relationship as well as on the individual deal. The issue is further illustrated via a case study. Conceptually, the holistic network-perspective which the authors advocate is a distinct departure from previous research-traditions in either area.