Abstract
Considers the current thrust in marketing to create global products, brands and strategies but also to “act local” when appropriate. Deciding which elements have similar effects and which are significantly different conceptually requires meta‐analysis of each of the elements. Reviews some applications of marketing meta‐analysis with a focus on international research. The potential international impact of meta‐analysis in view of current trends in information technology and the globalization of marketing is promising, especially when the focus is on variables such as culture, geography, and economic condition rather than country per se.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
