Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/28259
Title: Research at the "margin" Challenges for scholars working outside the "American-European" domain
Authors: Walters, PGP
Keywords: Data collection
International marketing
Language
Methodology
Publishing
Issue Date: 2001
Source: International marketing review, 2001, v. 18, no. 5, p. 468-473 How to cite?
Journal: International Marketing Review 
Abstract: There, is a lack of global focus in much of the international business and marketing literature. Most researchers have a low propensity to undertake studies outside the North American/European mainstream and it is difficult to judge the robustness of important theoretical frameworks on a global basis. Underlying reasons for this include, data-collection constraints, methodological issues arising from the. dominance, of "Western" theory, the hegemony of English as the language of scholarly research and publication issues.
URI: http://hdl.handle.net/10397/28259
ISSN: 0265-1335
DOI: 10.1108/EUM0000000006041
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