Research on the Influence Factors of Liability of Home Country Image Based on Institution Theory and Resource-based Theory

More and more Chinese enterprises try to go abroad, and they often encountered operating difficulties when entering international market. The reasons lied in relative negative country of origin for China is developing country. We established the conceptual model of influence factors of liability of home country image based on the institution theory and resource-based theory. This study identified two groups of influence factors of liability of home country image. The first group of factors related to degree of resources advantage, including the innovation ability of the enterprise, the enterprise internationalization experience, the top management team of internationalization experience and management team of localization. The second group of factors related to institutional legitimacy, including the choice of entry mode, Europe and America and other developed countries stock market listing and weakening brand.