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A classification and assessment of research streams in International Marketing

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  • Li, Tiger
  • Cavusgil, S. Tamer

Abstract

This article attempts to identify key research streams in international marketing during the past decade and highlights the evolution of the literature. Progress in six established research thrusts and two new research streams is discussed. Using content analysis, the existing research is also examined from a methodological point of view. The review provides evidence for an increasingly sophisticated and rich body of knowledge in international marketing.

Suggested Citation

  • Li, Tiger & Cavusgil, S. Tamer, 1995. "A classification and assessment of research streams in International Marketing," International Business Review, Elsevier, vol. 4(3), pages 251-277, September.
    • Handle: RePEc:eee:iburev:v:4:y:1995:i:3:p:251-277
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    9. Arnold Schuh, 2010. "How research on marketing in Central and Eastern Europe can advance international marketing theory," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 22(2), pages 255-268.
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