State of the art of international marketing research: directions for the future
by Subhash C. Jain
J. for Global Business Advancement (JGBA), Vol. 1, No. 1, 2007

Abstract: This paper presents a critical evaluation of the field of international marketing from the viewpoint of academic research. Research in the field has been limited to three areas: (a) country of origin; (b) standardisation/adaptation of marketing strategy; (c) entry strategy. Recommendations are made for future research on the subject.

Online publication date: Thu, 22-Feb-2007

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