Contemporary Research Trends in International Marketing

Masaaki Kotabe and Crystal X. Jiang

in The Oxford Handbook of International Business

Second edition

Published in print January 2009 | ISBN: 9780199234257
Published online September 2009 | | DOI:

Series: Oxford Handbooks in Business and Management C

Contemporary Research Trends in International Marketing

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  • Marketing
  • International Business



International business research is probably more influenced by various forces of the economic and political climates than its domestic (or generic) counterpart. The emergence of new market economies in Eastern Europe, China, India, and Brazil, the consolidation of the European Union, as well as a decade of economic stagnation and recent resurgence in Japan's economy has given global competition greater significance. This article looks at research in international marketing to see if the discipline has overcome the deficiencies outlined in the previous studies. It examines the state of the art in international marketing research, with particular emphasis on conceptual frameworks and theory development. Its primary focus is on studies published since the year 2000 because the first decade of the twenty-first century has been characterized by changes in virtually all aspects of businesses and personal life.

Keywords: international marketing; market economies; Eastern Europe; European Union; economic stagnation; conceptual framework

Article.  23150 words. 

Subjects: Business and Management ; Marketing ; International Business

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