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Perception of Foreignness: Benefit or Liability?

Gary S. Insch and Stewart R. Miller
Journal of Managerial Issues
Vol. 17, No. 4 (Winter 2005), pp. 423-438
Stable URL: http://www.jstor.org/stable/40604513
Page Count: 16
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Perception of Foreignness: Benefit or Liability?
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Abstract

This study examines the country image perceptions of industrial buyers from two different countries. Specifically, we investigate the perceptions of U. S. and Mexican industrial buyers with respect to manufacturing and design quality for seven countries (including their respective home countries). The results indicate that perceptions of foreignness differ depending on the country of the perceivers. In some countries, foreignness is a liability, yet in others it is a benefit The results also reveal that national dissimilarity, as measured by culture distance, can accentuate or mitigate these affects depending on the country of the industrial buyers. Furthermore, the country's technology strongly influences perceptions of manufacturing and design quality.

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