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Relevance in business research: the case of country‐of‐origin research in marketing
Author(s) -
Usunier JeanClaude
Publication year - 2006
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/palgrave.emr.1500049
Subject(s) - relevance (law) , disconnection , marketing , consumer research , business , international marketing , product (mathematics) , marketing research , country of origin , qualitative marketing research , consumer behaviour , quantitative marketing research , business marketing , political science , geometry , mathematics , law
A popular research topic in international marketing is how a product's country‐of‐origin influences consumer evaluations (COO research). The purpose of this contribution is to explore how COO research has developed over time in growing disconnection with both consumer and corporate concern. We offer a number of possible explanations to this ‘relevance gap,’ with the caveat that these explanations may be contingent to the COO case study.