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Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective

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  • Suter, Mariana Bassi
  • Borini, Felipe Mendes
  • Floriani, Dinorá Eliete
  • da Silva, Dirceu
  • Polo, Edison

Abstract

The study discusses the country-of-origin-image (COI) as a country-specific-advantage (CSA) for internationalised firms. We developed and validated a scale to measure the importance of the incorporation of the COI as a resource in a firm's international strategy, the COI-CSA. Several psychometric procedures were adopted. We analysed data gathered from two case studies, validation procedures with experts and researchers, and three data sets from executives working in internationalised firms. The results validate the COI-CSA scale as a multidimensional construct reflected in a set of four dimensions: textual and visual elements, senses, cultural resources, and natural resources.

Suggested Citation

  • Suter, Mariana Bassi & Borini, Felipe Mendes & Floriani, Dinorá Eliete & da Silva, Dirceu & Polo, Edison, 2018. "Country-of-origin image (COI) as a country-specific advantage (CSA): Scale development and validation of COI as a resource within the firm perspective," Journal of Business Research, Elsevier, vol. 84(C), pages 46-58.
    • Handle: RePEc:eee:jbrese:v:84:y:2018:i:c:p:46-58
    DOI: 10.1016/j.jbusres.2017.11.006
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    6. Suter, Mariana Bassi & Munjal, Surender & Borini, Felipe Mendes & Floriani, Dinora, 2021. "Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective," Journal of Business Research, Elsevier, vol. 134(C), pages 415-427.
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