Does the country of origin matter for the way multinationals are perceived?
One of the mistakes that some foreign companies have made is to believe too strongly that their country of origin will help make the sale. Indian consumers do care about where products come from and the image of products, but I think in general the importance of country-of-origin tends to be overvalued and overestimated by foreign companies. Some foreign companies have done extremely well though. Hindustan-Lever, the Indian branch of Unilever, is probably one of the most profitable branch of Unilever worldwide with an operating margin between 15% and 20%. It has been in India for more than 100 years and is thought of by many Indian consumers as simply being an Indian company. Q: You have described tensions that come up around personal identity, national identity, and globalization when consumers are faced with new products or new sources for products. Could you discuss that? I believe that there is a kind of selective frame that many people in India employ when thinking about their rel
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- Does the country of origin matter for the way multinationals are perceived?
