Qualitative Insights into Company Experiences in International Marketing Research

Posted On September 26, 2015
Categories Executive Highlights Tags

by Cavusgil, S Tamer

The Journal of Business & Industrial Marketing 2, no. 3 (1987): 41-54


An analysis was conducted of the nature and scope of international marketing research activities. Some 70 executives of companies involved in the manufacture of industrial products and consumer goods and in the provision of services were interviewed. The primary focus of international marketing research was largely a function of the company’s stage of internationalization. Compared with domestic marketing research, international marketing research in general was found to be less formal and less quantitative. Four levels of internationalization were identified: 1. reactive/opportunistic, 2. experimental, 3. active, and 4. committed. Multinational companies that have reached higher internationalization levels seem to have developed fairly formalized and sophisticated procedures for international marketing research. The research implies that companies should ensure a smooth transfer of knowledge from domestic market research staff to international marketing research personnel.

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