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Abstract As an important area in brand management, many researches on COO (country of origin) have appeared. However, current literature mostly focuses on product COO and has rarely involved COSO (country of service origin). Based on the relevant documents from home and abroad, this article has reviewed the origins, constitutions and effects of COSO. This article suggests that, compared with swift development of service economy, research of COSO is still rare. Research about COSO will intensify the research achievement of COO and offer guidelines for multinational service firms, which is likely to become the a research highlight. Finally, it has pointed out the directions for future research.
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Received: 27 October 2011
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2012, Vol. 1 
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