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Country of origin (often abbreviated to COO) refers to the impact which generalizations and perceptions about a country have on a person‟s evaluations of the country's products and brands COO was once a relatively simple concept when the product was made in the home country of the manufacturer. With the expansion of manufacturers and the growth in global production and sourcing over the last two decades, it is now difficult to ascertain the origin of a specific product as the product may now have different multinational origins which gives COO very complicated meaning. A product may be designed in country A, manufactured in country B using parts from countries C, D and E, and sold in the international market with a brand that is originally from country X but now owned by country Y. For example, what is the country-of-origin of Dell computers?

In trading terms and shipping documents usually country of origin is where the patent of a product has been registered and commonly the head office of the company is located and country of manufacture is referred to the country in which that product is manufactured and/or assembled and packed.

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