This conceptual paper examines the role of country-of-origin effects in MNCs. It deals with definitional problems and discusses both the sources of the country-of-origin effect, and the mechanisms through which it manifests itself. The strength of the country-of-origin effect is hypothesized to be moderated by factors related to both the home country and the MNC. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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