Progress and promise: the last decade of international marketing research

Cheryl Nakata; Yili Huang

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Progress and promise: the last decade of international marketing research

机译：进步与希望：国际营销研究的最后十年

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In light of the rapid growth of international marketing studies, we thought it timely to investigate recent patterns and developments in the literature. We performed a content analysis of nearly 600 articles published from 1990 to 2000 in the leading academic journals. It became clear that major progress has been made in terms of a broadened research agenda and greater technical rigor. However, opportunities were identified to address overlooked research topics, increase cross-national collaboration, strengthen the complexity and comprehensiveness of theories, as well as diversify research methods beyond surveys. Based on these findings, we outlined several directions for advancement of international marketing knowledge.

机译：鉴于国际营销研究的迅速发展，我们认为现在应该对文献的最新模式和发展进行调查。我们对1990年至2000年在主要学术期刊上发表的近600篇文章进行了内容分析。显然，在扩大研究议程和提高技术严格性方面已取得重大进展。但是，找到了解决被忽视的研究主题，加强跨国合作，增强理论的复杂性和综合性以及使调查方法以外的研究方法多样化的机会。基于这些发现，我们概述了国际营销知识发展的几个方向。

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来源
《Journal of Business Research》 |2005年第5期|p.611-618|共8页
作者
Cheryl Nakata; Yili Huang;
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作者单位

Department of Managerial Studies, University of Illinois at Chicago, 601 S. Morgan Street (MC 243), Chicago, IL 60607, USA;

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原文格式 PDF
正文语种 eng
中图分类贸易经济;
关键词
international marketing; literature review; theory; method;

机译：国际营销;文学评论;理论;方法;

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Progress and promise: the last decade of international marketing research

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