Comment
European Management Review (2008) 5, 271–274. doi:10.1057/emr.2008.27
Further considerations on the relevance of country-of-origin research
Jean-Claude Usunier1 and Ghislaine Cestre1
1Faculty of Business and Economics (HEC), University of Lausanne, Lausanne-Dorigny, Switzerland
Correspondence: Jean-Claude Usunier, Faculty of Business and Economics (HEC), University of Lausanne, Lausanne-Dorigny CH-1015, Switzerland. Tel: 00 41 21 692 34 49; Fax: 00 41 21 692 34 95; E-mail: jusunier@unil.ch
Abstract
This paper is a reply to the paper by Josiassen and Harzing about the continued relevance of country-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.
Keywords:
country-of-origin, business research, consumer behavior, marketing, academia
