Comment: Further considerations on the relevance of country‐of‐origin research

Abstract

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.