Abstract: In order to improve overseas products image in developed countries, stimulate innovation or tag on corporate social responsibility (CSR), which one is more important? Based on a survey of 976 foreign customers from 26 developed countries, this empirical study exams the mechanism of innovation, social responsibility and overseas products image. We found that market-based innovation, tech-based innovation and perceived CSR mediated the relationship between market relationships and overseas products image, respectively. In addition, consumer involvement moderated the strength of the mediated relationships between market relationships and overseas products image via tech-based innovation. We also found that innovations were prior to social responsibility in improving overseas products image in developed countries, which was different from the conclusion that these two played the same important role in emerging market. Furthermore, as for the enterprises related to a low consumer involvement, the first concern for improving image should invest mostly on market-based innovation, as well as tech-based innovation as being supplementary strategy; as for the enterprises related to a high consumer involvement, the strategy should switch to market-innovation. Moreover, even though innovation was prior to social responsibility, perceived CSR still was the key benefit which could improve overseas products image.