Article: article from journal or magazin.
Further considerations on the relevance of country-of-origin research
European Management Review
This article is a reply to the paper by Josiassen and Harzing about the continued relevance of ountry-of-origin (COO) research in marketing (Forthcoming, EMR). It develops detailed and articulated responses to each of their arguments. Although sharing some of Josiassen and Harzing's views, this reply maintains that the case of COO research raises significant issues in terms of its relevance to marketing practice.
country-of-origin, business research, consumer behavior, marketing, academia
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