On the Marketing of Nations: A Gap Analysis of Managers' Perceptions

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1 Scopus citations


Deciding on how and where to begin a new regional expansion is a highly important and complex task for multinational companies. The importance and complexity stems from the fact that these decisions involve relatively high uncertainty (i.e., risk) and, at the same time, require an intensive multidimensional evaluation process. Many countries, however, particularly in emerging markets, work to encourage multinational companies to establish a base of operations there or to enlarge existing regional headquarters. Consequently, multinationals and countries have a common interest in identifying key elements in this multidimensional decision process and estimating the likelihood that a particular country will be more suitable to fill this task than others. In order to gain a deeper understanding as to the attractiveness of a host country for establishing a base of operation (BOO) of multinational corporations, we explore the perceptions of corporate managers of different Mediterranean countries. Our analysis highlights the different country characteristics that contribute to the difference in perceptions. In addition, we find specific attributes that contribute the most to these differences. We conclude with a discussion of actions that can be taken by a specific country to close, or expand, some perception gaps.

Original languageEnglish
Pages (from-to)65-94
Number of pages30
JournalJournal of Global Marketing
Issue number3-4
StatePublished - 1 Jan 2002


  • Base of operation
  • High-tech industries
  • Marketing of nations
  • Multinational corporations

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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