The International Business Research Agenda

ABSTRACT

The authors surveyed professional members of the American Marketing Association who designated international marketing as a field of interest. The study measures which international business research topics marketing practitioners perceive to be of high utility or importance. In addition, the data reduction technique of factor analysis identified five latent factors (Global Market Expansion; International Marketing Management; Management Issues in an International Context; Quality, Values and Expectations; and Theoretical Considerations in International Business) which summarize the perceived research needs of the practitioner community. The findings offer insight into the international research topics of interest to professional marketers, thereby providing the academic marketing community with an additional source of input when determining future research agendas.