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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
Published by: Pittsburg State University
Stable URL: http://www.jstor.org/stable/40604513
Page Count: 16
You can always find the topics here!Topics: Countries, Industrial design, Performance technology, Marketing, Stereotypes, Manufacturing industries, Product management, Industrial management, Business management, Consumer research
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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.
Journal of Managerial Issues © 2005 Pittsburg State University