Sign up & Download
Sign in

The important role of meta-analysis in international research in marketing

by John U. Farley, Donald R. Lehmann
International Marketing Review ()

Abstract

Considers the current thrust in marketing to create global products, brands and strategies but also to “act local” when appropriate. Deciding which elements have similar effects and which are significantly different conceptually requires meta-analysis of each of the elements. Reviews some applications of marketing meta-analysis with a focus on international research. The potential international impact of meta-analysis in view of current trends in information technology and the globalization of marketing is promising, especially when the focus is on variables such as culture, geography, and economic condition rather than country per se. Record 8.

Cite this document (BETA)

Readership Statistics

9 Readers on Mendeley
by Discipline
 
 
 
by Academic Status
 
22% Student (Master)
 
11% Senior Lecturer
 
11% Lecturer

Sign up today - FREE

Mendeley saves you time finding and organizing research. Learn more

  • All your research in one place
  • Add and import papers easily
  • Access it anywhere, anytime

Start using Mendeley in seconds!

Already have an account? Sign in