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| Author: | Lundström, W. J. White, D. S. Schuster, C. P. |
| Title: | The International Business Research Agenda: Recommendations from Marketing Practitioners |
| Journal: | Journal of Teaching in International Business
1997 : Vol 9:2, p. 17-30 |
| Index terms: | INTERNATIONAL BUSINESS MARKETING MANAGEMENT RESEARCH ANALYSIS |
| Language: | eng |
| Abstract: | The authors surveyed professional members of the American Marketing Association who designed international marketing as a field of interest. The study measures which international business research topics marketing practitioners perceive to be of high utility or importance. In addition, the data reduction technique of factor analysis identified five latent factors (Global Market Expansion; International Marketing Management; Management Issues in an International Context; Quality, Values and Expectations; and Theoretical Considerations in International Business) which summarize the perceived research needs of the practitioner community. |
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