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Objective The purpose of this paper is to identify the understanding and strategic importance of the country of origin (COO) and its dimensions from the perspective of the emerging market firms. Methods A qualitative approach was applied using in-depth interviews with 11 informants from owners of emerging market companies of household appliances brands. Key findings COO is perceived by managers of emerging markets' firms as a multidimensional construct. In addition to the COO dimensionsdoi:10.2478/ijme-2019-0015 fatcat:hovbrwb2snecnmj7fcyvvsbsw4