In this ebook 'Country of Origin' (COO) is revisited as a marketing research topic, specifically examining its role in consumer and organization behavior. There is also interest in how to build marketing strategies taking advantage of COO. In the past, literature related to COO stemmed from a marketing perspective, investigating methods, variables, and ways to approach COO. However, a closer look reveals that there are various dimensions of COO, affecting consumer evaluation and consumer behavior. This ebook includes ten research papers written by 25 authors. The articles provide insights to create potential marketing strategies, the role of brand awareness, and brand preference in the context of COO concept.