International marketing serials: a retrospective

Abstract

The content of selected international marketing serials, published from 1985 to 1998, is examined. Results show that the authors published in these serials tend to be affiliated with marketing departments, senior professors, male, and work with a single co‐author. Articles often focus on export and import, promotion, consumer behavior, and country of origin. Empirical studies – often survey research based on one‐country convenience samples – are typically drawn from the USA, UK, Japan, Korea, PRC, Canada, and Hong Kong; South America and Africa are less studied regions. Statistical analysis is often limited to univariate and bivariate methods.

Citation

Hyman, M.R. and Yang, Z. (2001), "International marketing serials: a retrospective", International Marketing Review, Vol. 18 No. 6, pp. 667-718. https://doi.org/10.1108/EUM0000000006299