From the publication of its first study in 1965 up to the present day, country-of-origin has attracted a high level of interest from both scholars and practitioners. This paper reviews the country-of-origin literature and traces the conceptual development of the country-oforigin construct. The value of such literature reviews resides in their ability to provide scholars, students, and practitioners with a critical appraisal of the existing research on a topic. By classifying and evaluating the extant knowledge base of the country-of-origin area, this literature review not only delineates the major themes and issues in the field but also identifies and develops avenues for future research. Three main periods are identified in the development of country-oforigin research, and the conceptual development of the country-of-origin construct is assessed through a chronological perspective.