Professor Saeed Samiee, chair of the Department of Marketing and Management in The University of Tulsa’s Collins College of Business, recently published a paper in the Journal of International Business Studies, a Financial Times 50 academic journal and the premier international business outlet. The study is titled “Research on Country-of-Origin Perceptions: Review, Critical Assessment, and the Path Forward” and is co-authored with L.C. Leonidou, C.S. Katsikeas, and B. Aykol (Vol. 55, 285–302).
In this work, the authors reviewed nearly 500 articles dealing with whether and how the countries of origin or products and brands impact consumer perceptions and choice or purchase behavior. Samiee and his colleagues made a detailed presentation of the topic and demonstrated how future studies can address daunting international marketing strategy questions via simultaneous use of consumer-level, country-level, and firm-level data in multilevel models.
Samiee also published an edited book titled “Key Developments in International Marketing: Influential Contributions and Future Avenues for Research” (Springer 2024). The book is co-authored with C.S. Katsikeas and P. Riefler. The book centerstages the most impactful international marketing articles published in the Journal of International Business Studies over time. Each article is followed by a retrospective that expands and updates the original contribution and details its impact on the intellectual development of the original work’s stream of research over time.
“There are clear managerial lessons in each work,” Samiee said. “We can look for the next generation of managers to be better decision makers as a result of their exposure to these and many other works as they complete their degree requirements.”