Country reputation, brand reputation and company reputation: their importance in business-to-business industries

Literature and research studies on Country of Origin (COO henceforth) have mainly focused on its effect in business to consumer (B2C) markets. Among the few scholars who have analysed industrial sectors, some believe that COO has similar importance and the same function in B2B markets as in B2C markets. In contrast, others argue that industrial customers are less influenced by this phenomenon. To contribute to this debate, we selected a group of Italian companies in different industries operating in at least one foreign market. We administered electronic questionnaires, collecting data and information on the internationalization of these enterprises, the country of origin effect and its relevance, namely, the elements that most influence the COO effect. The data also enabled us to examine the importance of company and brand reputation in the internationalization of B2B industries.