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| Author: | Wang, C L. |
| Title: | The evolution of international consumer research: A historical assessment from the 1960s to mid-1990s |
| Journal: | Journal of Euromarketing
1996 : VOL. 5:1, p. 57-81 |
| Index terms: | CONSUMER RESEARCH INTERNATIONAL BUSINESS BUSINESS HISTORY |
| Language: | eng |
| Abstract: | International consumer research, as an academic endeavor, incubated in the 1960s, went through an infancy stage during the 1970s and early 1980s, entered the growth stage around mid-1980s, and has recently shown promise in the 1990s. In this paper, the international consumer research literature is reviewed on the chronological basis. The research themes and progresses in each decade are identified and assessed from a historical perspective, which provides the quidance for future studies and theory construction. |
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