Chapter

Contemporary Research Trends in International Marketing: The 1990s

Masaaki Kotabe

in Oxford Handbook of International Business

Published in print August 2001 | ISBN: 9780199241828
Published online November 2003 | e-ISBN: 9780191596834 | DOI: http://dx.doi.org/10.1093/0199241821.003.0017
Contemporary Research Trends in International Marketing: The 1990s

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The state of the art in research in international marketing is examined for the 1990–9 period, with particular emphasis on the conceptual framework and theory development in the field. This decade was chosen deliberately as it provides a fairly broad time frame to probe any significant changes in the field, both in terms of (1) the substance of research and (2) the methodologies used, and to see to what extent these two fundamental concerns raised in the 1980s have been addressed. Thus, the study takes stock of research in international marketing to see if the discipline has overcome the deficiencies outlined in previous review articles. The earlier review articles classified the research streams fairly broadly, encompassing issues from the macro‐environment to marketing management to consumer behaviour. To make this review of the international marketing literature comparable to those of the 1980s, the literature classification employed by Douglas and Craig in 1992 (competitive strategy; strategic alliances; sourcing; multinational company performance) is also employed here.

Keywords: competitive strategy; consumer behaviour; international marketing; marketing management; methodology; multinational enterprises; research; reviews; sourcing; strategic alliances

Chapter.  17069 words. 

Subjects: International Economics

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