Date post: | 14-Apr-2018 |
Category: |
Documents |
Upload: | seyoum-y-feleke |
View: | 220 times |
Download: | 0 times |
of 18
7/27/2019 International Reserach Streams
1/18
A CLASSIFICATIONAND ASSESSMENTOF
RESEARCH STREAMSIN INTERNATIONAL
MARKETING
Group 4
7/27/2019 International Reserach Streams
2/18
OUTLINE
Bibliographic reference Introduction
Purpose of the study
Summary
Methodology
Content analysis
Findings
Conclusion and Future Research Directions
Critics
Reference
7/27/2019 International Reserach Streams
3/18
Title: A Classification and Assessmentof Research Streams in International
Marketing
Authors: Tiger Li and S. Tamer Cavusgilt
International Business Review
Vol. 4, No. 3, pp. 251-277, 1995Elsevier Science Ltd
Printed in Great Britain
7/27/2019 International Reserach Streams
4/18
INTRODUCTION
More than a decade has passed During this period, rapid
development has been witnessed in international business
activity(Cavusgil and Nevin, 1981a).
In Asia, Japan has become an economic superpower
next only to the United States.
In Europe, 12 member countries of the EuropeanCommunity have started to dismantle market barriers
between them to form a unified market.
In North America, the United States, Canada, and
Mexico have initiated integration of their marketswith a flee-trade agreement.
In the former Soviet Union and Eastem European
countries, free market systems are being established
7/27/2019 International Reserach Streams
5/18
THEPURPOSEOFTHISARTICLE:
(a) define and classify various research streamsin international marketing;
(b) assess the progress that has been achievedwithin each research stream;
(c) evaluate research methodologies that havebeen employed by these research streams.
The review is restricted to the period, 1982-1990.
7/27/2019 International Reserach Streams
6/18
SUMMERY
The article is organized in the following way
First, the research methodology is
explained.
Second, a classification of research streamsis proposed.
Third, development of each research stream
is assessed and discussed.Next, research methodologies utilized by
these streams are evaluated
7/27/2019 International Reserach Streams
7/18
METHODINVESTIGATIONOFTHESTATEOFKNOWLEDGE
INAFIELD
1. One approach is the Delphi methodthrough which experts who are familiar
with the area are surveyed.
This approach is exemplified by the work of
Czinkota (1986) who identified the current
challenge to the multilateral trade framework
By conducting a survey among academicians,business executives, and policymakers involved in
international trade.
7/27/2019 International Reserach Streams
8/18
2. The second approach is meta-analysis in
which empirical studies on the same subject
are gathered and statistically analyzed. For example, Peterson et al. (1985), used this approach to
investigate the effect sizes in consumer behavior empirical
studies.
3. The third approach, the one used in this
study, is content analysis -- a research
technique for systematic, qualitative andquantitative description ofthe manifest content of
literature in an area.
7/27/2019 International Reserach Streams
9/18
7/27/2019 International Reserach Streams
10/18
GUIDELINESFORSELECTIONOFTHEJOURNALS
Scholarly journals are included since thesubject matter is the investigation of research
streams in international marketing.
- But business per iodicals such as Business Weekand Fortune are excluded.
Journals that arereasonably accessible to both
academicians and practitioners.
Next, an attempt was made to have the selection
to correspond, as much as possible, to Cavusgil
and Nevin's 1981a selection.
7/27/2019 International Reserach Streams
11/18
This would ensure certain continuity with their research.
This procedure yielded a total of 26 journals and a total of
757 articles.
Academic journals with an internationalbusiness/marketing orientation.
The European Journal of Marketing and Journal of
International Business Studies.
Marketing journals whose primary focus is notinternational.
Journal of Marketing and Journal of Marketing Research
are included
The last group contains two types of publications:
Those with a general business orientation and
7/27/2019 International Reserach Streams
12/18
Those with a concentration on a subject area other
than marketing.
Harvard Business Review, ManagementInternational Review, and Journal of Business
Research are included.
Among the 26 journals reviewed, 6 are issued by European publishers,
19 by North American publishers, and
1 by an Asian outlet.
It should be noted that only journals published in English
were included.
7/27/2019 International Reserach Streams
13/18
A CLASSIFICATIONOF RESEARCH STREAMSIN
INTERNATIONAL MARKETING
Based on a series of literature reviews and the currentstudy, research streams in international marketing can bedelineated/outlined into eight broad categories.
These research streams are:
Environmental Stud iesof International Marketing, astream of literature investigating the impact ofeconomic, cultural, political, and legal variables oninternational marketing activities;
Comparat ive Studiesof Market Systems, a streaminvolving research on similarities and differencesamong market systems and practices in differentcountries
7/27/2019 International Reserach Streams
14/18
Internat ional Market ing Management, a stream
focusing on managerialissues of export and entry
strategies,investment decisions, market segmentation,product and pricing policies, and channel distribution and
service;
Internat ional izat ion Process Perspect ives, a
stream explor ing thebehavioral and attitudinal
changes experienced by firms in the process of
internationalization;
Internat ional Market ing Research, a stream
consisting ofcontributions on the methodology of
conducting research in the international context;
7/27/2019 International Reserach Streams
15/18
Buyer Behavio r Stud ies, a stream examining buyer
behavior in international market and foreign countries;
In teract ion Approach, a stream of literature examining
relationships ofnetworks, cooperative ventures, and
alliances among international companies;
Market Globalizat ionPerspectives, a stream viewing
world market andcustomer tastes as increasingly
converging and studying the impact of such change on firmstrategies.
7/27/2019 International Reserach Streams
16/18
These categories of research streams possess a
number of significant characteristics.
First each research stream focuses on one of the
dimensions of marketing phenomena as identified
by Bartels (1988), Sheth et al. (1988).
According to these authors, these dimensions of
marketing are fundamental thrusts in marketing
within which most marketing issues can be
analyzed.Further, they found eight schools of thought
associated with these dimensions of marketing.
Di i S h l f th ht S
7/27/2019 International Reserach Streams
17/18
Second, these research streams did not necessarily flourish
simultaneously over time; rather, each became vogue at
different points in time.
It illustrates the evolution of various research streams.
Finally, as a group, these streams form an integrated body
of international marketing phenomena.
Dimension School of thought Source
Environment School of environmentalism Bartels (1988, p. 206)
Market system School of comparative marketing Bartels (1988, p. 212)
Buyer behavior School of buyer behavior Bartels (1988, p. 259)Sheth et al. (1988, p. 110)
Firm behavior School of organizational dynamics Sheth et al. (1988, p. 150)
Managerial policy School of marketing management Bartels (1988, p. 229)Sheth et al. (1988, p. 96)
Interaction School of social exchange Shethetal. (1988, p. 173)
Globalization School of systems Sheth et al. (1988, p. 162)
Marketing research School of marketing researchmethodology
Bartels (1988, p. 123)
7/27/2019 International Reserach Streams
18/18
DISTRIBUTIONOF STUDIESBY LITERATURE STREAMS
No
Research streamsNumber of
studies
Percentage of
studies
Introducing
Period
1 Environmental studies 66 8.7 late 1950s
2 Comparatives studies of
marketing systems
149
19.7 Early 1960s
3 International marketing
management
337
44.5 1970s
4 Internationalization
process
35
4.6 Early 1970s,
5 International marketing
research
21
2.8 Early 1970s
6 International buyer
behavior
69
9.1 Mid: 1970s,
7 Interaction approaches 32 4.2 1980s,
8 Market globalizationperspectives
486 3 1980