Title: State of the art of international marketing research: directions for the future

Authors: Subhash C. Jain

Addresses: Unit 1041 C, School of Business, University of Connecticut, Storrs, CT 06269, USA

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.

Keywords: country of origin; future research; international marketing; standardisation; adaptation; marketing strategy; entry strategy.

DOI: 10.1504/JGBA.2007.012546

Journal for Global Business Advancement, 2007 Vol.1 No.1, pp.4 - 19

Published online: 22 Feb 2007 *

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