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This study aimed to identify selected predictors of country-of-origin (COO) information placed on food packaging. The dependent variable was operationalized in two ways: (1) as a Likert-style question about COO importance in general, and (2) as an indication of COO as the most important food attribute at first purchase, which I called top-of-mind COO importance. The survey was conducted with the use of the internet panel of a research agency in a representative sample of 1051 Polish consumers. In bivariate analyses, I identified the characteristics of consumer segments attaching high importance to each type of COO information. In a multivariate log-normal regression, general COO importance was affected to the largest extent by the product originating from Poland, which confirmed the strong relation between COO importance and consumer ethnocentrism. In multivariate logit regressions, top-of-mind COO importance depended also on the Polish origin of the product to the largest extent. The remaining predictors were sex (men were over 1.5 times more likely to indicate COO as the most important attribute) and age (each year of life contributing to a 2% increase in the likelihood of indicating top-of-mind COO). A theoretical implication is to differentiate between general and top-of-mind COO measures, as different results were obtained depending on whether the COO effect was measured as a response to questions such as “How important is the product COO for you?” or “What is the most important product attribute for you?—COO” Not only were the answer patterns different, but their determinants also varied.

Despite the volume of research and significant advancements in the country-of-origin (CO) area, the topic remains contentious in two key areas. One area is the presence of tensions and contradictions associated with origin-related research. The second relates to an over-reliance on relatively narrow theories that can neither address disparities nor capture a range of CO ecosystem considerations critical to the effective use of results in addressing firm-level planning and outcomes. Our examination of the business-to-consumer CO literature details the characteristics of published work and highlights the substantive contributions of the 50 most influential publications, with the overarching goal of accommodating meaningful future research. We examine 417 journal articles (551 studies) published from 1962 to 2022 to extract important granular characteristics of the literature and to summarize the findings of the most influential CO contributions. We also report the results of two surveys of academic researchers and US exporters and importers examining CO’s role in research and practice. Finally, we propose a theoretical lens, the paradox theory, as a basis for considering and framing competing aspects of the CO ecosystem and recommend the use of multilevel modeling to link future studies to marketing strategy and performance outcomes, thus advancing CO research.

Despite growing evidence about differences in the attitudes and behaviors of consumers in emerging and developed markets, there is little research on the differences in country of origin (COO) effects on their evaluation, behavioral intentions (BIs), and actual purchase of imported products. This paper introduces a new conceptual framework incorporating consumer ethnocentrism (CET), materialism (MAT), and value consciousness (VC) to hypothesize several differences in the influence of COO effects on consumers from developed and emerging markets. A web-based study with 1752 consumers in four countries representing two developed markets (the UK and the USA) and two emerging markets (China and India) shows significant differences in the moderating influence of CET, MAT, and VC on the effects of COO on the evaluations and BIs for a fictitious passenger car brand, and on the actual choice of car brands owned by them. The findings highlight the importance of looking beyond CET at other relevant psychographic variables to understand the differences in motivations underlying consumer perceptions and behavior towards imported products.

Immigrants and sustained international migration are transforming developed Western countries at an unprecedented pace and scale. Sustained international migration is also further accentuating the already-dominant presence of immigrant entrepreneurs in the international business landscape. These immigrant entrepreneurs often operate small and medium-sized enterprises (SMEs) that primarily export to their country of origin. However, conflicting findings suggest theoretical ambiguity in how the level of country-of-origin export intensity influences the SMEs’ financial performance. Adopting a contingent perspective, we theorize how and when socially embedded immigrant owners derive superior performance from high country-of-origin export intensity. Based on a sample of 2584 immigrant-owned SMEs and 6391 firm-year observations, we find that SMEs led by immigrant owners with longer stays in their country of residence and whose country of origin is geographically proximate to their country of residence generate superior financial performance from high country-of-origin export intensity. These findings are consistent with the view that immigrant entrepreneurs’ international financial success is a function of network-and cognition-based advantages linked to their level of concurrent embeddedness in their countries of residence and origin. We also provide actionable insights for immigrant entrepreneurs and for policy-makers tasked to design suitable export promotion programs.

Purpose – The purpose of the study is to investigate the role of cosmopolitan and ethnocentric behaviour of ethnic food consumer on the intention to consume ethnic food in country of origin (ICEC). Study aims to explain the consumption patterns of ethnic food consumers with the mediating role of utilitarian/hedonic values and perceived country image (PCI). In addition, the study explained consumption behavior with the moderating effect of food neophilia (FNP). Methodology/Design/Approach: Data were gathered from 969 respondents visited Chinese, Japanese, Italian, and Thai cuisines. Responses regarding experiences at ethnic cuisine were gathered through self-administrative survey. Findings: The results of the study showed a positive effect of consumer cosmopolitanism on ICEC and a negative effect of ethnocentric behavior on ICEC. Further study analyzed the mediating effect of hedonic and utilitarian values. The results showed that hedonic and utilitarian values significantly mediated the effect of cosmopolitanism/ethnocentrism on the ICEC. Moreover, PCI also showed significant serial mediation. The results indicate that high levels of FNP lead to high levels of ICEC. The originality of the research – The study presented a comprehensive model for analyzing the behavioral intentions of ethnic food consumers by combining social identity theory, hedonic value, and utilitarian value in culinary tourism.

Foreign investors access local knowledge by co-locating with other foreign direct investment (FDI) firms. However, different aspects of local knowledge can be obtained from different local businesses. Thus some foreign investors co-locate with FDI firms from the same country of origin, while others co-locate with foreign industry peers. We argue that, relative to industry FDI agglomeration, country-of-origin agglomeration provides an effective channel for the sharing of sensitive and tacit knowledge about local business environments. Therefore foreign investors in need of such local knowledge are more likely to locate in country-of-origin agglomerations. Empirical evidence based on FDI in Vietnam indicates that foreign investors who perceive local institutions as particularly weak, and those with a high degree of outsidership in the local environment, are more likely to seek country-of-origin agglomerations than industry FDI agglomerations.

Despite occurring almost a decade ago, the effects of the 2008 global financial crisis continue to influence the lives of many people today. Intra-European migration literature, for example, suggests that migration patterns were reshaped in its aftermath and emerging literature details mobilities and experiences of migrants in destination societies post-crisis. To date, less research documents the experiences of individuals who, in the wake of the crisis, were forced to abandon their migratory endeavours and had to navigate returning to their country of origin in a particularly challenging socio-economic context. Utilising in-depth interviews and family case studies with purposively recruited Albanian return migrants who had lived in Greece and Italy pre-crisis, the current study highlights how conditions in both destination and origin countries impacted return experiences. Findings illustrate an adverse interplay of circumstances that led to the unsettled return and portray a perturbing fluidity in the lives of return migrants who appear overcome by a sense of ‘double failure’ with regard to both outward migration and subsequent return to their country of origin.

The aim of the study is to find the determinants of the decision to purchase medical services in other countries. The following hypothesis is tested: the image of the country of origin, the power of the country and the origin of the consumer influence the consumer’s intentions to purchase medical services. An international comparison has been carried out, in which 264 respondents from Poland, Germany and Lithuania have participated. The data have been collected with the use of a questionnaire form developed by the authors, and they have been analysed with a mixed regression analysis. The results show that the readiness to purchase medical services differs, depending on the country of origin of services, the power of the country and the origin of the consumer. The results of the research can be applied in business practice and in the strategies developed by institutions shaping the image of the country and positioning it in the international context.

This paper focuses on MNEs' corporate social responsibility (CSR) reporting, which previous studies have found to exhibit strong country-of-origin effects. It examines whether MNEs' adherence to global standards (as adopted by e.g. ILO, OECD, UN, ISO) is associated with smaller cross-country differences and less country-of-origin effects in CSR reporting, and whether stringency of standards' enforcement mechanisms affects reporting harmonization. To test our hypotheses, we collected data on 25 CSR items for a sample of firms consisting of the top 250 firms listed in the Fortune Global list, using ordered logistic regression analysis. We find evidence for upward harmonization in reporting for those MNEs that adhere to global CSR standards. Stricter enforcement mechanisms did not result in stronger harmonization. Our findings imply that global standards and guidelines do not only increase the overall level of CSR reporting, but are also associated with a harmonization of CSR activities of firms from different countries, thus reducing the role that domestic institutions (including legislation and societal concerns) play in shaping CSR practices. Implications for research and practice are discussed.

Building on the resource-based view, we propose conceptualizing a foreign multinational’s country of origin as a resource, an asset tied semi-permanently to the firm, and analyze how this resource affects its host country investments. We argue that the country of origin provides an advantage or disadvantage in the host country depending on its positive or negative view among the host-country government and consumers. This results in four alternative configurations of host country investment dynamics based on the alignment of their views. First, when a multinational’s country of origin generates a government-based advantage and a consumer-based disadvantage, the multinational is more likely to make larger initial investments to benefit from incentives and larger subsequent localization investments to disassociate itself from the country of origin. Second, when the country of origin creates a government-based disadvantage and a consumer-based advantage, the foreign firm is more likely to make smaller initial and subsequent investments to maintain its association with the country of origin. Third, when the country of origin leads to government-based and consumer-based advantages, the foreign multinational is more likely to make a large initial investment to benefit from government incentives and smaller subsequent investments to maintain its association with the country of origin. Finally, when the country of origin leads to government-based and consumer-based disadvantages, the foreign multinational is more likely to make smaller initial investments to minimize risk and larger subsequent investments to localize.