Purpose – The authors seek to show the extent and nature of qualitative research in international marketing in IMR ( International Marketing Review ) and then aim to understand and explain developments in this area. They explore the global coverage of extant qualitative work in IMR and reflect...

Purpose – The purpose of this paper is to position multinational companies on a linear continuum indicating their overall attitude towards standardisation/adaptation, examines the reasons influencing multinational companies' tactical (7Ps – marketing mix) behaviour towards it, and finally...

Purpose – In the real world, an occurrence of an event is often affected by a large number of potential factors. The purpose of this paper is to identify causal factors hidden in the data and discover the underlying causality from the observed data. Design/methodology/approach – This paper...