The country of origin effect (COO) in the industrial sectors: the results of an empirical study

The literature and research on COO have mainly focused on its effect in the consumption markets (B2C). Among the few scholars who have devoted themselves to industrial sectors, some believe that the COO has the same importance and covers the same function in the B2B markets such as those in B2C. In contrast, others argue that the industrial customers are less influenced by this phenomenon. To contribute to this debate we selected a group of Italian companies operating in different industries that operate in at least one foreign market. We administered a questionnaire electronically, and collected data and information regarding the internationalization of enterprises, the country of origin effect and its relevance, the elements that most influence the country of origin effect. The data also allowed us to examine the importance of company reputation and brand reputation in the process of internationalization of B2B industries.