Faculty Scholarship 1994 - Present

How do Exporters and Non-Exporters View their Country of Origin Image Abroad?

This exploratory paper examines the perceptual differences between U.S. exporters and non-exporters in their country's image abroad. The study attempts to determine these differences by concentrating on answering two questions; 1) how firms see themselves in terms of their country's image abroad, and 2) how firms feel foreign customers see them. The results indicate that exporters view their home country image more positively than non-exporters. The paper discusses some important implications and provides directions for future research.