TY  - JOUR
AB  - There is a lack of global focus in much of the international business and marketing literature. Most researchers have a low propensity to undertake studies outside the North American/European mainstream and it is difficult to judge the robustness of important theoretical frameworks on a global basis. Underlying reasons for this include data‐collection constraints, methodological issues arising from the dominance of “Western” theory, the hegemony of English as the language of scholarly research and publication issues.
VL  - 18
IS  - 5
SN  - 0265-1335
DO  - 10.1108/EUM0000000006041
UR  - https://doi.org/10.1108/EUM0000000006041
AU  - Walters Peter G.P.
PY  - 2001
Y1  - 2001/01/01
TI  - Research at the “margin” Challenges for scholars working outside the “American‐European” domain
T2  - International Marketing Review
PB  - MCB UP Ltd
SP  - 468
EP  - 473
Y2  - 2024/04/25
ER  -