Scholarly research regarding origins of products and brands is deep-rooted within international marketing, with an extraordinary following as evidenced by the large body of literature that is continuing to evolve. Our goal in this research is to examine this domain, generically referred to as the country-of-origin (CO) literature, and identify the most influential contributions and their corresponding topics that form the intellectual foundations of this knowledge domain. Using citation and co-citation analyses, we develop a spatial representation of the CO literature via multidimensional scaling with two concurrent goals of unfolding the literature’s knowledge structure as the basis for proposing a conceptual framework and identifying new research directions in the field. Our database consists of 482 articles, extracted from the Web of Science, that contain 33,194 citations through 2019. We develop a managerially relevant conceptual approach based on the results of our co-citations–based CO knowledge structure to unfold new research directions and expand the boundaries of the CO literature in fruitful directions.

关于产品和品牌起源的学术研究已根植于国际市场营销领域，并且大量的文学作品在不断发展，这证明了非凡的追随者。我们在这项研究中的目标是研究通常被称为起源国（CO）文献的这一领域，并确定形成该知识领域知识基础的最有影响力的贡献及其相应主题。使用引文和共引分析，我们通过多维缩放来开发CO文献的空间表示，同时实现两个并发目标，即展开文献的知识结构，以此作为提出概念框架和确定该领域新研究方向的基础。我们的数据库包含482条文章，摘录自Web of Science，到2019年将包含33,194次引用。我们基于基于合作引用的CO知识结构的结果，开发了与管理相关的概念性方法，以展开新的研究方向，并在富有成果的方向上扩展CO文献的范围。