ERIC Number: EJ552338
Record Type: Journal
Publication Date: 1997
Reference Count: N/A
The International Business Research Agenda: Recommendations from Marketing Practitioners.
Lundstrom, William J.; White, D. Steven; Schuster, Camille P.
Journal of Teaching in International Business, v9 n2 p17-30 1997
A survey of 250 American Marketing Association members investigated which international business research topics were seen as having high utility or importance. It also identified five latent factors (global market expansion; international marketing management; management issues in an international context; quality, values, and expectations; theoretical considerations for international business) which summarize perceived research needs of practitioners. (Author/MSE)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A