Global Sourcing, Multiple Country-of-Origin Facets, and Consumer Reactions

Abstract

Research on global sourcing has been dominated by issues related to production, management, finance, accounting, operations, and technology transfer. It has seldom examined how global sourcing decisions affect consumer behavior. Through an experimental design, this study investigated how global sourcing locations and related factors influence consumers' product evaluations in various quality dimensions. Our findings have interesting implications for global sourcing decisions and shed light on consumer behavior in the context of global sourcing and multiple country-of-origin facets (e.g., country-of-design, country-of-assembly, country-of-corporation).