Susan P. Douglas and C. Samuel Craig, (2006). On Improving the Conceptual Foundations of International Marketing Research. Journal of International Marketing: Vol. 14, No. 1, pp. 1-22.
doi: 10.1509/jimk.14.1.1

On Improving the Conceptual Foundations of International Marketing Research

Susan P. Douglas1,

1Stern School of Business, New York University.

Paganelli-Bull Professor of Marketing and International Business
C. Samuel Craig2

2Catherine and Peter Kellner Professor and Director of the Entertainment, Media and Technology Program, Stern School of Business, New York University.




Abstract

International marketing research plays a vital role as firms expand globally. Yet limited attention has been paid to the conceptual underpinnings of research needed to guide expansion. This article focuses on these issues and specifically examines the conceptual framework that guides research, the geographic units of analysis, and the constructs. The authors suggest two alternative approaches to organizing cross-cultural research: the adapted etic and the linked emic.

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