International Marketing Research: A State-of-the-Art Review and the Way Forward

Abstract

The chapter provides a systematic review of 1722 international marketing articles published in the top six international business journals during the period 1995--2015. The analysis focuses on five major areas: profiles of authors involved in international marketing research; major contributors of international marketing articles based on their productivity and impact; structural characteristics of articles published on international marketing; articles with the greatest impact in the international marketing field; and specific themes of international marketing research covered and their evolution over time. The analysis revealed that the international marketing field has experienced a significant proliferation during the investigation period as demonstrated by its continuous refinement, improved quality, and extensive topical coverage. Fruitful directions for future research on the subject are discussed.