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International Reserach Streams

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    A CLASSIFICATIONAND ASSESSMENTOF

    RESEARCH STREAMSIN INTERNATIONAL

    MARKETING

    Group 4

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    OUTLINE

    Bibliographic reference Introduction

    Purpose of the study

    Summary

    Methodology

    Content analysis

    Findings

    Conclusion and Future Research Directions

    Critics

    Reference

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    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

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    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

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    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.

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    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

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    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.

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    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.

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    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.

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    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

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    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.

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    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

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    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;

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    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.

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    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

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    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)

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    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


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