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

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.