Abstract
This paper presents the results of a systematic review of 12 papers (11 empirical papers and 1 literature review) that have studied the country of origin (COO) effect on industrial buyer’s behavior towards suppliers and products in the period 1995-2014. The findings suggest that the existing knowledge can be divided under two research themes: COO and industrial buyer perception of suppliers, and multiple countries of origin and their impact on industrial buyer perception
| Original language | English |
|---|---|
| Journal | Journal of Business and Industrial Marketing |
| ISSN | 0885-8624 |
| Publication status | Submitted - Oct 2018 |
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