Country and corporate reputation from an internationalization perspective

What is it about?

Reputation transfer between countries and companies, and its impact on the internationalization process of organizations is an emerging topic in the international business and marketing field. This study describes the relationship between Colombia´s reputation and its companies’ perception from the perspective of the food and technology sectors. We found that there is reputation transfer between countries and organizations in the following cases: (1) during initial stages of the internationalization process, (2) within companies and industries that share values with the country-of-origin perceptions, and (3) when the country-of-origin institutional context leverages the reputation transfer between companies and countries.

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Photo by Sigmund on Unsplash

Photo by Sigmund on Unsplash