ABSTRACT
In their editorial comments in the Journal of Marketing, Cunningham and Green write:
There is … a need for more fundamental research in international marketing in order to adapt established marketing concepts to the realities of the international marketplace … This is essentially a question of external validity, and research should be encouraged to determine which marketing principles can be universally applied and which are basically ethnocentric (applicable only in the United States and other similar countries). (Cunningham and Green 1984: 9, 10)
