Negative image: developing countries and country of origin – an example from Zimbabwe

This paper provides a joint developing country/developed country perspective on COO in relation to business-to-business transactions. A qualitative, across-cultures approach was adopted focused on interactions between Zimbabwean footwear exporters and UK based importers. Results indicated the existence of a phenomenon specific to developing country manufacturers designated as Negative Image and allowed development of a tentative initial model. Formalisation of key themes within the Negative Image concept has not been undertaken previously. Results are viewed as context specific, however, developing country exporters may now be able to focus attention on key features affecting image and begin to alleviate some effects.