This study examines the conceptual domain of international marketing following substantial growth in its development. With the objective to investigate recent patterns and development in the literature this study evaluates 1,816 research articles on international marketing published between 1990 and 2012. The classification of conceptual domain has yielded 57 configurational contents under seven prime research streams. Simple meta-analysis on international marketing literature created a clear depiction of attention of contributors toward research streams and the number of contributors, and worthy sources of literature. Several directions for advancement of knowledge in international marketing, identified fields, and their implications for future research are discussed.
The authors gratefully acknowledge the support of Prof. Shaoming Zou and AIM anonymous reviewers for their constructive comments and support.
Rana, S. and Sharma, S.K. (2015), "A Literature Review, Classification, and Simple Meta-Analysis on the Conceptual Domain of International Marketing: 1990–2012", Entrepreneurship in International Marketing (Advances in International Marketing, Vol. 25), Emerald Group Publishing Limited, Bingley, pp. 189-222. https://doi.org/10.1108/S1474-797920140000025009
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