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Conducting international marketing research in the twenty‐first century

Conducting international marketing research in the twenty‐first century As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly critical. Research to support international marketing decisions has evolved over the past four decades and must change even more to support firms in the twenty‐first century. There are four key areas where progress must be made. First, international marketing research efforts need to be more closely aligned with market growth opportunities outside the industrialized nations. Second, researchers must develop the capability to conduct and coordinate research that spans diverse research environments. Third, international marketing researchers need to develop new creative approaches to probe the cultural underpinnings of behavior. Finally, technological advances need to be incorporated into the research process in order to facilitate and expedite research conducted across the globe. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Conducting international marketing research in the twenty‐first century

C. Samuel Craig; Susan P. Douglas
International Marketing Review , Volume 18 (1): 11 – Feb 1, 2001
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References (18)

Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330110398413
Publisher site
See Article on Publisher Site

Abstract

As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly critical. Research to support international marketing decisions has evolved over the past four decades and must change even more to support firms in the twenty‐first century. There are four key areas where progress must be made. First, international marketing research efforts need to be more closely aligned with market growth opportunities outside the industrialized nations. Second, researchers must develop the capability to conduct and coordinate research that spans diverse research environments. Third, international marketing researchers need to develop new creative approaches to probe the cultural underpinnings of behavior. Finally, technological advances need to be incorporated into the research process in order to facilitate and expedite research conducted across the globe.

Journal

International Marketing Review – Emerald Publishing

Published: Feb 1, 2001

Keywords: International marketing; Marketing research; Marketing environment; National cultures; Consumer behaviour

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