Abstract
This article reviews the field of Comparative Marketing in terms of scope, types, and depth of studies; methodological issues, conceptual and managerial payoffs, and teaching approaches. After its first quarter of a century as an international business topic, Comparative Marketing is still relatively green.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
Author information
Authors and Affiliations
Additional information
The following scholars provided helpful comments and suggestions for the revision of the original draft: J. C. Abbott (FAO, Rome); John Arndt (Bergen, Norway); Helmut Becker (Portland); Susan Douglas (NYU); S. Watson Dunn (Missouri-Columbia), A. A. El-Sherbini (International Fund for Agricultural Development, Rome); George Fisk (Syracuse); Stanley C. Hollander (Michigan State); Dov izraeli (Tel-Aviv, Israel); Eugene D. Jaffe (Bar-Ilan, Israel); H. J. Mittendorf (FAO, Rome); Leon Schiffman (Baruch College); Stanley J. Shapiro (McGill); Helmut Soldner (Augsburg); and J. Hart Walters (Temple). Four anonymous reviewers were also most helpful.
*Jean J. Boddewyn is Professor of Marketing/International Business at Baruch College, City University of New York. His Ph.D. is from the University of Washington. Recent research interests have centered on international business-government relations, external affairs, MNC divestment, and advertising regulation.
Rights and permissions
About this article
Cite this article
Boddewyn, J. Comparative Marketing: The First Twenty five Years. J Int Bus Stud 12, 61–79 (1981). https://doi.org/10.1057/palgrave.jibs.8490571
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.jibs.8490571