The Relevance of B2B buyers in country-of origin research

Jashim Uddin, Gregory Elliott

Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution


In recent years, debate has grown concerning the relevance of Country of Origin. In particular, some academic scholars who have contributed significant time of their careers in COO research are now arguing that the impact of COO has been inflated in extant studies and does not accurately reflect the real-world impact of COO. This paper argues that a consistently neglected area in COO research can revive the significance of this research field. Despite the lack of explicit recognition from COO research criticisers, changes in global business practices and their relevant associations with COO research suggest that the role and purchase decisions of B2B buyers may be more influential than that of consumers. This paper presents arguments with literature support to advocate the potential relevance of COO research from a B2B perspective and its real-world implications.
Original languageEnglish
Title of host publicationProceedings of the Australia New Zealand Marketing Academy Conference 2013
EditorsRod Brodie
Place of PublicationAuckland, New Zealand
PublisherThe University of Auckland Business School, University of Auckland
Number of pages1
ISBN (Print)9780646563305
Publication statusPublished - 2013
EventAustralian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand
Duration: 1 Dec 20134 Dec 2013


ConferenceAustralian and New Zealand Marketing Academy Conference (2013)
CityAuckland, New Zealand


  • COO
  • B2B buyers
  • Relevance


Dive into the research topics of 'The Relevance of B2B buyers in country-of origin research'. Together they form a unique fingerprint.

Cite this