Purpose – The purpose of this paper is to provide a suggested framework for improving the understanding of consumer receptiveness to incoming international retailers. The consumer perception of country of origin against consumer receptiveness index (CRI) is proposed as a method to explore the receptiveness of consumers in the host market to incoming international retailers.
Design/methodology/approach – This paper reviews the international retailing literature, highlighting the need for specific knowledge regarding consumer receptiveness to incoming international retailers. A method is proposed to explore how consumers in the host market respond to incoming international retail firms.
Findings – The literature review indicates that the majority of the extant work investigates the process from the perspective of the internationalising retailer, while consumer receptiveness to the international retailer has not been fully considered.
Research limitations/implications – This paper does not present an empirical study. The consumer perception of country of origin against CRI is presented as a means to suggest and guide future research in the area.
Practical implications – The paper makes a practical contribution by suggesting a method to explore how consumers in the host country receive incoming international retailers.
Originality/value – This paper is unique because previous research has provided limited knowledge of consumer receptiveness to international retailers.