When considering barriers to international communication, companies should be aware that noise tends to increase the probability of effective communication. source effects can be beneficial for an international business when potential consumers in a target country have a bias against foreign firms. many international businesses try to promote positive source effects by deemphasizing their foreign origins. fewer firms vie for the attention of prospective customers in developing countries, thus the noise level is lower. research suggests consumers use country of origin when evaluating a product, when they have detailed knowledge of the product.
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