Despite the volume of research and significant advancements in the country-of-origin (CO) area, the topic remains contentious in two key areas. One area is the presence of tensions and contradictions associated with origin-related research. The second relates to an over-reliance on relatively narrow theories that can neither address disparities nor capture a range of CO ecosystem considerations critical to the effective use of results in addressing firm-level planning and outcomes. Our examination of the business-to-consumer CO literature details the characteristics of published work and highlights the substantive contributions of the 50 most influential publications, with the overarching goal of accommodating meaningful future research. We examine 417 journal articles (551 studies) published from 1962 to 2022 to extract important granular characteristics of the literature and to summarize the findings of the most influential CO contributions. We also report the results of two surveys of academic researchers and US exporters and importers examining CO’s role in research and practice. Finally, we propose a theoretical lens, the paradox theory, as a basis for considering and framing competing aspects of the CO ecosystem and recommend the use of multilevel modeling to link future studies to marketing strategy and performance outcomes, thus advancing CO research.

尽管在原产国 (CO) 领域进行了大量研究并取得了重大进展，但该主题在两个关键领域仍然存在争议。其中一个领域是与起源相关的研究存在紧张和矛盾。第二个问题与过度依赖相对狭隘的理论有关，这些理论既不能解决差异，也不能捕捉一系列二氧化碳生态系统考虑因素，这些考虑因素对于有效利用结果来解决公司层面的规划和成果至关重要。我们对企业对消费者 CO 文献的审查详细介绍了已发表作品的特征，并强调了 50 种最有影响力的出版物的实质性贡献，其总体目标是为有意义的未来研究提供支持。我们研究了 1962 年至 2022 年发表的 417 篇期刊文章（551 项研究），以提取文献的重要细节特征，并总结最具影响力的 CO 贡献的研究结果。我们还报告了学术研究人员和美国出口商和进口商对二氧化碳在研究和实践中的作用进行的两项调查的结果。最后，我们提出了一个理论视角，即悖论理论，作为考虑和构建 CO 生态系统竞争方面的基础，并建议使用多层次建模将未来的研究与营销策略和绩效结果联系起来，从而推进 CO 研究。