Investigation of International Marketing Process: Classification and Assessment

The objective of this paper is to investigate the potential of research areas in international marketing subject and enhance understanding of the evolution of international marketing process by taking all the constituents together, which have not been taken in previous studies. This study is based on systematic review of international marketing articles published in academic journals and conference proceedings during 1990 and 2011. Total 159 research articles on the subject appeared in various publication outlets of Management, Marketing, International Business, Economics and other related areas. International marketing process was first reviewed to identify key dimensions. The study involved a simple meta-analysis of the collected research articles belonging to the considered time frame. This study examined the conceptual domain of international marketing process, since it made substantial growth in the concept development. Four constituents of international marketing process were identified and accessed on theoretical and methodological prospects. This study adds to the body of knowledge by augmenting theoretical insight to domain areas of international marketing process.