Business, Management and Accounting
8 years ago

New framework for international marketing promises deeper theoretical direction for research.

Developments in marketing science: proceedings of the Academy of Marketing Science
Toward a Theory of International Marketing
Bruce D. Keillor

Paper Summary

The article aims to create a framework for international marketing by moving beyond simple comparisons of cultures and nations. Instead of borrowing theories from other disciplines, the authors seek to develop a unique theoretical foundation for international marketing research. This new perspective will guide future studies towards more generalizable and integrated theories in the field.

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