Country-Of-Origin Bias: A Literature Review and Prescription for the Global World

Abstract

The paper updates and extends Bilkey and Nes’ (1982) country-of-origin research, organizing and clarifying existing research streams, concluding with a set of research propositions appropriate for the global world. The paper argues that significant strategic opportunities, as well as potential pitfalls, exist in relation to country-of-origin bias, and that these must be successfully managed.