Country of Origin in the Age of De-globalization: Bibliometric Analysis and Research Agenda

This chapter presents a bibliometric study of the country-of-origin field in academic articles published in research journals included in the Scopus academic database during the period 2014–2023. Consumers evaluate product attributes such as quality and performance through proxies, and country of origin COO becomes salient with products from foreign origin, and this effect may be shifting due to regionalization of economic relationships. The social, intellectual, and conceptual structures of academic literature were analyzed using bibliometric analysis, performance analysis, and scientific mapping. The trend of deglobalization leading to the emergence of regional economic blocks suggests that the COO may gain new relevance in light of political polarization, active regional conflicts, and product and brand boycotts. The results suggest that the literature does not yet include these phenomena; hence, a research agenda is proposed to push forward research on COO.