An Evolutionary Overview of the Joint Researches on B2B Marketing and COO Effect

This paper is the result of a literature review on business-to-business marketing, and the country-of-origin effect, presenting an evolutionary overview on these topics throughout four decades. The findings indicate that the1970s served as scenario for the introduction of country-of-origin and B2B marketing altogether. During the 1980s, the topic was scarcely explored, being revisited in the next decade, with the addition of more countries and dimensions to the analysis. In the 1990s, the construct country-of-origin effect was dismembered into three others: country of assembly, design, and manufacturing. Finally, the 2000s served as setting for the most complex research of four decades analyzed. The conclusion of this literature review brings a graphical representation that displays the cited authors and their research, the countries involved in the assessments and, the theoretical gaps for further studies.