Abstract
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 language | English |
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Title of host publication | Proceedings of the Australia New Zealand Marketing Academy Conference 2013 |
Editors | Rod Brodie |
Place of Publication | Auckland, New Zealand |
Publisher | The University of Auckland Business School, University of Auckland |
Pages | 1-1 |
Number of pages | 1 |
ISBN (Print) | 9780646563305 |
Publication status | Published - 2013 |
Event | Australian and New Zealand Marketing Academy Conference (2013) - Auckland, New Zealand Duration: 1 Dec 2013 → 4 Dec 2013 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2013) |
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City | Auckland, New Zealand |
Period | 1/12/13 → 4/12/13 |
Keywords
- COO
- B2B buyers
- Relevance