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Comment: Further considerations on the relevance of country‐of‐origin research
Author(s) -
Usunier JeanClaude,
Cestre Ghislaine
Publication year - 2008
Publication title -
european management review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.784
H-Index - 32
eISSN - 1740-4762
pISSN - 1740-4754
DOI - 10.1057/emr.2008.27
Subject(s) - relevance (law) , marketing , country of origin , positive economics , epistemology , sociology , business , political science , economics , philosophy , law
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.