Underdeveloped Other in country-of-origin theory and practices

Rohit Varman*, Janeen Arnold Costa

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


Consumers and marketers employ extant sociocultural discourses to give meaning to the products they consume or sell. In this paper, we present data and analyses that illustrate the manner by which American consumers and marketers draw upon one such sociocultural discourse, development, in the context of "craft" objects. Beyond the focus on discourse, however, our intent is to apply a post-development perspective to the Otherness inherent in country-of-origin (COO) theory and practices. We critique the COO framework and see it as a ramification of, and further creator of, economic difference and hierarchy.

Original languageEnglish
Pages (from-to)240-265
Number of pages26
JournalConsumption Markets and Culture
Issue number3
Publication statusPublished - 1 Sept 2013


  • country of origin
  • craft products
  • globalization
  • otherness
  • post-development theory

ASJC Scopus subject areas

  • Social Psychology
  • Anthropology
  • Economics and Econometrics
  • Marketing


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