Organizational attractiveness of foreign firms in Asia: Soft power matters

Fabian J. Froese, Yasuyuki Kishi

Research output: Contribution to journalArticlepeer-review

19 Citations (Scopus)


Attracting highly qualified talent is crucial for the success of organizations. This study investigates whether and how the soft power of countries or regions (that is, the perceived influence and media exposure of the country/region) is related to the organizational attractiveness of foreign firms. Survey results from more than 2200 initial job candidates from South Korea, China, Vietnam, Thailand, the Philippines and Singapore indicate that the soft power of Japan and Western countries predicts applicant attraction to organizations from these countries; this suggests the importance of soft power in human resource management and international business. Practical and theoretical implications are discussed.

Original languageEnglish
Pages (from-to)281-297
Number of pages17
JournalAsian Business and Management
Issue number3
Publication statusPublished - 2013 Jul

Bibliographical note

Funding Information:
The first author gratefully acknowledges financial support from the Japanese Society for the Promotion of Science, for a research stay at the University of Tokyo when he worked on this manuscript. Both authors would like to thank Waseda University, Graduate School of Asia–Pacific Studies, for generous support.

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Sociology and Political Science
  • Political Science and International Relations
  • Strategy and Management


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