Leveraging Country-of-Origin Image for Competitive Advantage: An Integrated Approach for Internationalized Firms

A firm’s Country-of-Origin Image (COI) is often viewed as something externally determined, but firms can actively transform it into a source of competitive advantage. We propose a framework that managers can use to move from passively benefiting from their country’s image to strategically leveraging it by looking inward, coordinating with external actors, and embedding country attributes into firm practices. Drawing on internal country perspectives, multi-level COI management, and Employee Branding Capability (EmpBCap), we explain how firms can achieve this transformation. We provide actionable guidance for building stronger brands and enhancing competitiveness in global markets.