This article attempts to identify key research streams in international marketing during the past decade and highlights the evolution of the literature. Progress in six established research thrusts and two new research streams is discussed. Using content analysis, the existing research is also...

By definition, a concurrent approach in the global market introduces a new product across a company's global target market, ahead of competition. From the perspective of global consumer segments and theory of organizational motivation, this paper develops a conceptual model in explaining...