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| Author: | Iyer, G. |
| Title: | Comparative marketing: an interdisciplinary framework for institutional analysis |
| Journal: | Journal of International Business Studies
1997 : THIRD QUARTER, VOL. 28:3, p. 531-562 |
| Index terms: | MARKETING INSTITUTIONAL ECONOMICS ECONOMICS |
| Language: | eng |
| Abstract: | Institutional analysis is proposed as an alternative theoretical methodology for the study of comparative marketing systems. This paper argues that institutional analysis offers considerable potential for understanding dynamic marketing systems and for the explicit study of change. Disciplinary insights of institutional analysis are reviewed and the richness of the conceptual apparatus of comparative institutional analysis, as applied to the study of comparative marketing systems, is explicated. |
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