customers. Yet, although there exists an impressive body of research concerning the management of new product development, the … infancy, and is, at best, fragmented. This guest editorial provides a synopsis of the main research streams in the broad field … issue is a modest attempt at tapping current thoughts and research investigations in this critical area, seeking, also, to …

construct equivalence in cross‐national research is illustrated, based on a series of studies applying the CETSCALE in The …

Presents and discusses areas for future research into international marketing in the Asia‐Pacific region based on …

empirically used. Visual approaches such as pictorial instruments or ethnographical tools should be applied in future research … research. Design/methodology/approach – The theory of social representations is utilized to study what the representatives of a …, reflecting the group's societal affiliation and position. Research implications/limitations – A translation problem prevails when …

writing a comparative or cross‐cultural/national research paper. Design/methodology/approach – The approach taken is an essay … format. Findings – International comparative marketing research studies are often rejected from the International Marketing … Review because authors develop theory for which they have inappropriate data. Research limitations/implications – Research …

Purpose – Cross‐cultural research in marketing has been dominated by survey‐based quantitative approaches; however, the … assumption of prior validity required for the adoption of the survey approach to values in cross‐cultural research has yet to be …‐cultural values research. These criticisms relate both to the choice of the method and its execution. The paper outlines the …

culture dimensions at the individual level of analysis in both research and teaching. It provides suggestions as to how these …

Purpose – The purpose of this paper is to analyze the 29 years of research published in International Marketing Review … analysis methods. Research limitations/implications – The authors conclude that IMR exhibits the characteristics of a mature … marketing scholarship, the paper outlines some possible directions for the future. Originality/value – This article analyzes the …

provide guidance for future research.  … accessibility of marketing research on Socialist countries is thus an issue that is assuming increasing importance. This article … provides an overview of major East‐West trade issues that have achieved research attention, as well as those that have seen …