On The Identification of Frontier Issues in Multinational Marketing

Wind, Yoram; Perlmutter, Howard
December 1977
Columbia Journal of World Business;Winter77, Vol. 12 Issue 4, p131
Academic Journal
This article presents a framework for the identification of frontier issues in multinational marketing research and highlights some of the critical areas for future research in this area. Most of the conceptual and methodological advances in marketing have occurred within the domestic marketing context with no or at best-limited reference to the multinational marketing setting. One possible reason for this treatment of multinational marketing as a "step child" of the marketing profession is the difficulty involved in conducting multinational marketing research. Multinational marketing research should he concerned with three levels of multinational marketing analysis of the country selection level which involves the examination of a large number of countries and the clustering of countries, the binational or multinational level of analysis of the relation between the home office and the selected target country, and the intracountry studies. It is only this latter step, which is common to both domestic and international marketing research activities.


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