Using Complexity Theory to Explain Changes in Product-Country Images: The Case of Australian Beef Exports to Japan

Abstract

Despite the difficulties associated with their repositioning, product-country images are dynamic and change over time. An in-depth, longitudinal case study of the image of Australian beef in Japan is analysed to understand the evolution of this product-country image. Through the analysis, complexity theory emerged as a suitable framework for explaining the change process. Key concepts of complexity are then used to interpret the case study findings.