Abstract: In order to improve overseas image of Chinese products in developing countries, stimulate innovation or tag on corporate social responsibility, which one is more important? This empirical study, based on a survey from six countries in central Asian and 302 foreign consumers, examines the primary path and strategic move to improve Chinese products’ image using multiple mediator models. We found that overseas image of Chinese products was significantly associated with consumer orientation in Central Asian. In addition, technology-based innovation and market-based innovation partial mediated the relationships between consumer orientation and overseas product image. Furthermore, perceived corporate social responsibility was also an important specific mediator between them. We also found that these three mediators had the same important role in improving image of Chinese products in developing countries, which was different from conclusion that innovation was prior to corporate social responsibility in other regions. It illustrates a direct and important strategic and practical significance for implementing "go global" strategies in developing countries.

Key words: innovation, corporate social responsibility, consumer orientation, products&rsquo, overseas image