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Overcoming country-of-origin image constraints on hiring: the moderating role of CSR

Gahye Hong () and Eunmi Kim ()
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Gahye Hong: Korea University
Eunmi Kim: Korea University Business School

Asian Business & Management, 2017, vol. 16, issue 4, No 4, 253-271

Abstract: Abstract Unfavorable home country images pose challenges in attracting talent abroad for emerging-market multinational enterprises (EMNEs). Drawing on signaling theory, this study suggests CSR activities may be a strategic way for EMNEs to overcome this issue. An experiment involving 189 Korean job-seekers showed that while they are more likely to pursue jobs with US than with Chinese firms, positive CSR activities have a demonstrably stronger impact on application intentions toward Chinese firms compared to US firms. CSR may thus be instrumental in helping EMNEs secure access to human resources abroad.

Keywords: Country-of-origin image; Country of origin; Applicant attraction; CSR; Emerging market multinational enterprises; Signaling theory (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1057/s41291-017-0023-5

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