Yuehua Xu , Jiatao Li , Yimin Wang , Li Xin , Haichuan Zhao
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引用次数: 0
Abstract
This study aims to advance the understanding of the effectiveness of strategies addressing the country of origin (COO)-based stigma of a multinational enterprise (MNE), a persistent form of liability of the COO. On the basis of integrated insights from research on stigma by association and identity salience, we propose that when an MNE's home country is implicated in a negative global event, similar strategies at different levels (corporate philanthropy and foreign aid) would differentially affect its COO-based stigma resulting from its association with its home country. The results of scenario-based experimental analyses indicate that while MNEs’ philanthropic efforts reduce stigma, aid from their home country increases stigma among host country consumers.
期刊介绍：
The Journal of World Business holds a distinguished position as a leading publication within the realm of International Business. Rooted in a legacy dating back to 1965, when it was established as the Columbia Journal of World Business, JWB is committed to disseminating cutting-edge research that reflects significant advancements in the field. The journal actively seeks submissions that propel new theoretical frameworks and innovative perspectives on International Business phenomena. Aligned with its domain statement, submissions are expected to possess a clear multinational, cross-border, or international comparative focus, while remaining pertinent to the study of management and organizations. JWB particularly encourages submissions that challenge established theories or assumptions, presenting pioneering or counterintuitive findings. With an inclusive approach, the journal welcomes contributions from diverse conceptual and theoretical traditions, encompassing allied social sciences and behavioral sciences. Submissions should either develop new theories or rigorously test existing ones, employing a variety of qualitative, quantitative, or other methodological approaches. While JWB primarily caters to scholars and researchers, it values contributions that explore implications for Multinational Enterprises and their management, as well as ramifications for public policy and the broader societal role of business.
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