S. Tamer Cavusgil, Seyda Deligonul, Attila Yaprak, (2005). International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward. Journal of International Marketing: Vol. 13, No. 4, pp. 1-27.
doi: 10.1509/jimk.2005.13.4.1

International Marketing as a Field of Study: A Critical Assessment of Earlier Development and a Look Forward

S. Tamer Cavusgil,

1. University Distinguished Faculty and John W. Byington Endowed Chair in Global Marketing, Department of Marketing and Supply Chain Management, Eli Broad Graduate School of Management, Michigan State University.

(e-mail:
).

1Seyda Deligonul,

2. Bittner School of Business, St. John Fisher College.

(e-mail:
).

Professor2Attila Yaprak

3. School of Business Administration, Wayne State University.

(e-mail:
).

Professor of Marketing and International Business3



Abstract

Fundamental changes taking place in the global business environment and in the business enterprise itself compel international marketing scholars to reexamine the progress being made by the field's scholars in developing knowledge. In this article, the authors critically evaluate progress in international marketing as a field of study through ontological, thematic, and methodological lenses. They also offer a portfolio of research topics that they believe are worthy of scholarly attention.

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