Abstract
This paper reviews empirical research in international marketing published during the period 1976–82. The review focuses on what has been researched and how the research has been conducted. This research is evaluated; a cooperative, multidisciplinary empirical research program in international marketing is then proposed.
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*Gerald Albaum is Professor of Marketing at the University of Oregon. At the time this paper was completed, he was Visiting Professor of Marketing Administration at The University of Texas at Austin and RGK Scholar at the RGK Foundation in Austin, Texas.
**Robert Peterson iS Senior Research Fellow, Institute for Constructive Capitalism and Sam Barshop Professor of Marketing Administration, The University of Texas at Austin.
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Albaum, G., Peterson, R. Empirical Research in International Marketing: 1976–1982. J Int Bus Stud 15, 161–173 (1984). https://doi.org/10.1057/palgrave.jibs.8490479
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DOI: https://doi.org/10.1057/palgrave.jibs.8490479