Country of Origin Effect : A multinational study of how benchmarking constructs the Finnish national image

Abstract

The Country of Origin Effect has a substantial influence over the beliefs and behaviours of consumers around the world. Therefore our perceptions of countries around the world plays a significant role in our consumer habits. This thesis explores the construction of national image within the context of the Country of Origin Effect. The premise of this study is that the relationship between country specific shared social reality and a collectively perceived national image will ultimately influences the Country of Origin Effect itself. This study employs discourse analysis of media texts from leading outlets in the USA, UK and Australia in order to explore the discursive construction of the Finnish national image. The results present an overview of how Finland is portrayed by international media as a progressive, innovative and entrepreneurial country. The study also posits a new contribution to the existing Country of Origin literature in the form of a benchmark- ing phenomenon. The benchmarking phenomenon identifies idealisation and critical self- inspection as two discursive mechanisms that construct the Finnish national image. The implications of this thesis aid in exploring the underdeveloped aspect of the Country of Origin Effect that is the construction of national image.