Progress and promise: the last decade of international marketing research

In light of the rapid growth of international marketing studies, we thought it timely to investigate recent patterns and developments in the literature. We performed a content analysis of nearly 600 articles published from 1990 to 2000 in the leading academic journals. It became clear that major progress has been made in terms of a broadened research agenda and greater technical rigor. However, opportunities were identified to address overlooked research topics, increase cross-national collaboration, strengthen the complexity and comprehensiveness of theories, as well as diversify research methods beyond surveys. Based on these findings, we outlined several directions for advancement of international marketing knowledge.