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

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