Purpose: Country of origin has profound effects on consumer behavior; yet few studies have examined an antecedent of these effects: why some countries enjoy a positive image while others suffer a negative one. Developing an institutional theory of country image, the authors argue that weak...

This paper presents important dimensions of collaborative interfirm relationships in spatial geography and temporal cross-generational ties between economic actors. Based on field studies utilizing in-depth long interviews with 20 rice processors in Taiwan, we find that the history of the...

Purpose Although multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful. The purpose of...