ABSTRACT
Recent stateof-the-art presentations indicate that researchers in international marketing are less than happy with the situation. International marketing is a 'step child of marketing' (Wind 1979), it has failed to develop a specific body of knowledge (Hampton and Van Gent, 1984, p.202), there is an absence of conceptual and theoretical frameworks to guide research (Cavusgil and Nevin, 1981, p. 207), the literature on 'comparative marketing' is lagging behind that of other areas of marketing (Kaynak and Savitt, 1984, p. 273). All these reviewers, not surprisingly agree that international marketing is an important subject for resesarch, and increasingly so.
