KNOWLEDGE DEVELOPMENT IN INTERNATIONAL MARKETING

Abstract

Fundamental changes in the global business environment as well as in the enterprise itself compel scholars to take a fresh look at the progress being made in developing knowledge. This article is an attempt to critically evaluate progress in international marketing research, with an emphasis on delineating worthy topics for future attention. Providing a compendium of research topics, the case is made for urgent research on selected themes, including the development and validation of a framework that identifies the underlying dimensions of a global company. A call is also made for formulating new international marketing metrics.