Skip to main content
SpringerLink
Log in

International Business Theory and Marketing Theory: Elements for International Marketing Theory Building

  • Chapter
Marketing Aspects of International Business

Part of the book series: Nijenrode Studies in Business ((NSIB,volume 7))

  • 128 Accesses

Abstract

International marketing has been characterized repeatedly as one of the marketing areas in which work by practioners is often more advanced and insightful than its conceptualization by academicians.l The global marketing strategies implemented by successful multinationals, in particular, lend considerable support to such an assessment.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes

  1. In a recent survey among U.S. marketing academicians, international marketing was among the marketing areas ranked last in terms of perceived progress toward theory development. See: Chonko, L. B. and Dunne, P. M. “Marketing theory: A Status Report.” In: R. F. Bush and S. D. Hunt (eds.), Marketing Theory: Philosophy of Science Perspectives. Chicago: American Marketing Association, 1982, pp. 43–46.

    Google Scholar 

  2. Hampton, G. M. and Van Gent, A. “International Marketing in the 1980s and Beyond: Research Frontiers. See: Chapter 12 in this volume.

    Google Scholar 

  3. See, for instance, Wind, Y. and Perlmutter, H. “On the Identification of Frontier Issues in Multinational Marketing.” Columbia Journal of World Business 12 (Winter); 131–39, 1977.

    Google Scholar 

  4. Boddewyn, J. “International Public Affairs.” In: I. Walter and T. Murray (eds.), Handbook of International Business. New York: John Wiley, 1982, Section 42. Gives a detailed account of MNC “non-market” relations.

    Google Scholar 

  5. For the management of related conflicts, see Gladwin, T. N. and Walter, I. Multinationals Under Fire. New York: John Wiley, 1980.

    Google Scholar 

  6. Rowe, A., Mason, R. and Dickel, K. Strategic Management and Planning: A Methodological Approach. Reading, MA: Addison-Wesley, 1982, presents the major approaches reported in the literature of the field.

    Google Scholar 

  7. Soldner, H. “Marketing’s Future in Theory and Practice.” European Journal of Marketing 17(5), 1983;

    Google Scholar 

  8. Sheth, J. N. and Gardner, D. M. “History of Marketing Thought.” In: R. F. Bush and S. D. Hunt (eds.), Marketing Theory, pp. 52–58, provide a broader background.

    Google Scholar 

  9. Lazer, W. and Kelley, E. Social Marketing. Homewood, III.: R. D. Irwin, 1973, covers the societal dimension.

    Google Scholar 

  10. For a broader definition, see Spratlen, T. H. “A Conceptual Analysis and Framework for Social Marketing Theory and Research.” In: O. C. Ferrell, S. W. Brown, and C. W. Lamb, Jr., (eds.), Conceptual and Theoretical Developments in Marketing. Chicago: American Marketing Association, 1979, pp. 166–83.

    Google Scholar 

  11. See the contributions by S. D. Hunt, D. L. Shawver and W. G. Nickels, P. D. White, R. Chaganti, and S. Heede in: “What is Macromarketing: A Colloquium,” Parts I and II. Journal of Macromarketing 1(1): 7–13,1981

    Article  Google Scholar 

  12. S. D. Hunt, D. L. Shawver and W. G. Nickels, P. D. White, R. Chaganti, and S. Heede in: “What is Macromarketing: A Colloquium,” Parts I and II. Journal of Macromarketing 1(2): 56–61, 1981.

    Google Scholar 

  13. Boddewyn, J. J. Comparative Marketing: the First Twenty-five Years. Journal of International Business Studies 12(1): 61–80, 1981.

    Article  Google Scholar 

  14. Bartels, R. Global Development in Marketing. Columbus, OH: Grid, 1981. p. 66.

    Google Scholar 

  15. Terpstra, V. “On Marketing Appropriate Products in Developing Countries.” Journal of International Marketing 1(1): 3–15, 1981.

    Google Scholar 

  16. Behrman, J. N. “Transnational Corporations in the New International Economic Order.” Journal of International Business Studies 12(1): 29–42, 1981, gives an illuminating account of emerging international sectoral/industrial structures.

    Article  Google Scholar 

  17. Schendel, D. E. and Hofer, C. W., (eds.). Strategie Management. Boston: Little, Brown, 1979.

    Google Scholar 

  18. Leontiades, M. “The Confusing Words of Business Policy.” Academy of Management Review 7(1): 45–45, 1982.

    Google Scholar 

  19. Porter, M. E. Competitive Strategy. New York: The Free Press, 1980.

    Google Scholar 

  20. Chakravarthy, B. S. “Adaptation: A Promising Metaphor for Strategic Management.” Academy of Management Review 7(1): 35–44, 1982.

    Google Scholar 

  21. McDonald, M. H. B. “International Marketing Planning.” European Journal of Marketing 16(2): 3–32, 1982;

    Article  Google Scholar 

  22. Shuptrine, F. K. and Toyne, B. “International Marketing Planning: A Standardized Process.” Journal of International Marketing 1(1): 16–28, 1981.

    Google Scholar 

  23. Koontz, H. “The Management Theory Jungle Revisited.” Academy of Management Review 5(2): 175–87. 1980.

    Google Scholar 

  24. Bartels, R. Global Development and Marketing, Columbus, OH: Grid, 1981, pp. 2–12.

    Google Scholar 

  25. Meyer, P. W. “The Marketing Functions in the Framework of the Integrative Marketing Concept.” European Journal of Marketing 14(1): 72, 1980.

    Article  Google Scholar 

  26. See: Rutenberg, D. “Multinational Corporate Planning and National Economic Policies.” Paper presented at the annual meeting of the Academy of International Business, Washington, D.C., October 1982.

    Google Scholar 

  27. In greater detail, Hörnell, E. Foreign Direct Investments and the Home Country Interests. Working Paper 1982/6, Centre for International Business Studies, University of Uppsala.

    Google Scholar 

  28. Cf. Pugel, T. A. “Comparative Industry Growth Rates in the U.S. and Japan: The Role of Technological Change and Technology Transfer.” Paper presented at the annual meeting of the Academy of International Business, Washington, D.C., October 1982.

    Google Scholar 

  29. Czinkota, M. R. Export Development Strategies: U.S. Promotion Policy. New York: Praeger, 1982.

    Google Scholar 

  30. See: Dunning, J. H. “Domestic and National Competitiveness, International Technology Transfer and Multinational Enterprises.” Paper presented at the 8th Annual Conference of the European International Business Association, Fontainebleau, December 1982.

    Google Scholar 

  31. Ozawa, T. “Japan’s Industrial Groups.” MSU Business Topics 28(4):33–42 1980.

    Google Scholar 

  32. See: Arndt, J. “The Political Economy of Marketing Systems: Reviving the Institutional Approach.” Journal of Macromarketing 1(2): 36–47, 1981.

    Article  Google Scholar 

  33. Lazer, W. “Some Observations on the Development of Marketing Thought.” In: O. C. Ferrell, S. W. Brown, C. W. Lamb, Jr. (eds.), Developments in Marketing, pp. 652–64. Corrects the widespread notion of marketing as just an extension of economic thought: “The study of marketing began on an interdisciplinary basis and later in the 1950s and 1960s returned to the interdisciplinary approach.”

    Google Scholar 

  34. For a concise summary, see Dunning, J. H. International Production and the Multinational Enterprise. London: George Allen and Unwin, 1981, p. 77;

    Google Scholar 

  35. Vernon, R. “Theories of Foreign Direct Investment Taken from the Field of Industrial Organization.” In: S. Raveed and Y. R. Puri (eds.), 1977 Proceedings of the Academy of International Business (Chicago: Academy of International Business, 1978), pp. 115–18.

    Google Scholar 

  36. Vernon, R. “The Product Cycle Hypothesis in a New International Environment.” Oxford Bulletin of Economics and Statistics 41(1): 255–67, 1979.

    Google Scholar 

  37. Updated version. ForLinder’s preference similarity theory, see the brief account in Hood, N. and Young, S. The Economics of Multinational Enterprise. London: Longman, 1979, p. 141.

    Google Scholar 

  38. Caves, R. E. “International Corporations: The Industrial Economics of Foreign Investment.” Economica 38(February): 1–27, 1971.

    Article  Google Scholar 

  39. Giersch, H. (ed.). On the Economics of Intra-Industry Trade. Tübingen: Mohr, 1978.

    Google Scholar 

  40. See, for instance, Hood, N. and Young, S. Multinational Enterprise, p. 79;

    Google Scholar 

  41. Ajami, R. A. and Ricks, D. A. “Motives of Non-American Firms Investing in the United States.” Journal of International Business Studies 12(3):25–34, 1981.

    Article  Google Scholar 

  42. Brodbeck, M. “Recent Developments in the Philosophy of Science.” In: R. F. Busch and S. D. Hunt (eds.), Marketing Theory, pp. 1–6, discusses language problems in theorizing.

    Google Scholar 

  43. See: Anderson, P. F. “Marketing, Strategic Planning and the Theory of the Firm.” Journal of Marketing 46(2): 15–26, 1982, for divergent research traditions (ontologies and philosophical methodologies) in these domains.

    Article  Google Scholar 

  44. Part III draws heavily on an earlier German version written by the author in 1980 as “Neuere Erklärungsansätze internationaler Unternehmensaktivitäten” (“Newer Explanatory Concepts of International Business”). In: W. H. Wacker, H. Haussmann, B. Kumar (eds.), Internationale Unternehmensführung (“International Business Management”), Berlin: Erich Schmidt Verlag, 1981, pp. 71–94.

    Google Scholar 

  45. Since then, the following review articles on FDI/MNC theories have appeared: Buckley, P. J. “A Critical Review of Theories of the Multinational Enterprise.” Aussenwirtschaft 36(1): 70–87,1981;

    Google Scholar 

  46. Calvet, A. L. “A Synthesis of Foreign Direct Investment Theories and Theories of the Multinational Firm.” Journal of International Business Studies 12(l):43–59, 1981;

    Article  Google Scholar 

  47. Grosse, R. The Theory of Foreign Direct Investment. South Carolina Essays in International Business, No. 3. Columbia, S.C: University of South Carolina, 1981.

    Google Scholar 

  48. Dunning, J. H. Multinational Enterprise, p. 24, 98.

    Google Scholar 

  49. Buckley, P. J. and Casson, M. The Future of the Multinational Enterprise. London: Macmillan, 1976.

    Google Scholar 

  50. Coase, R. H. “The Nature of the Firm.” Economica 4(Nov.):386–405, 1937.

    Article  Google Scholar 

  51. Buckley, P. J. and Casson, M. Multinational Enterprise, p. 45.

    Google Scholar 

  52. Dunning, J. H. and Pearce, R. D. The World’s Largest Industrial Enterprises. Farnborough: Gower, 1981, p. 113.

    Google Scholar 

  53. This is the centerpiece of Magee’s closely related appropriability theory: by transferring new product/process technology more efficiently within an internationally expanded corporate system (“hierarchy,” cf. 43) than through markets, the MNC solves the fundamental problem of appropriating technological leads completely to itself, in the face of potential imitators. The latest version is Magee, S. P. “The appropriability Theory of the Multinational Corporation.” The Annals of the American Academy of Political and Social Science 458, November 1981.

    Google Scholar 

  54. Williamson, O. E. Markets and Hierarchies: Analysis and Antitrust Implications. New York: Free Press, 1975.

    Google Scholar 

  55. Hedlund, G. “The Role of Foreign Subsidiaries in Strategic Decision Making in Swedish Multinational Corporations.” Strategic Management Journal 1(1):23–36, 1981.

    Article  Google Scholar 

  56. Hörnell, E. and Vahlne, J. E. The Changing Structure of Swedish Multinational Corporations. Working Paper 1982/12, Centre for International Business Studies, University of Uppsala;

    Google Scholar 

  57. Germidis, D. (ed.) International Sub-Contracting: A New Form of Investment. Paris: OECD Development Centre, 1980.

    Google Scholar 

  58. Arndt, J. “Toward a Concept of Domesticated Markets.” Journal of Marketing 43(4):69–75, 1979.

    Article  Google Scholar 

  59. Arndt, J. “The Market is Dying: Long Live Marketing.” MSU Business Topics 27(Winter):5–13, 1979.

    Google Scholar 

  60. Stern, L. W. and Reve, T. “Distribution Channels as Political Economies: A Framework for Comparative Analysis.” Journal of Marketing 44(3):52–64; Arndt, J. “The Political Economy,” pp. 36–47.

    Google Scholar 

  61. Håkansson, H. International Marketing and Purchasing of Industrial Goods: An Interaction Approach. New York: Wiley, 1982.

    Google Scholar 

  62. Jansson, H. Interfirm Linkages in a Developing Economy: A Model. Paper presented at the AIB/EIBA Joint International Conference, Barcelona, December 1981.

    Google Scholar 

  63. Hallen, L. and Wiedersheim-Paul, F. Psychic Distance in International Marketing: An Interaction Approach. Working Paper 1982/3, Centre for International Business Studies, University of Uppsala.

    Google Scholar 

  64. Davidson, W. H. Experience Effects in Internal Investment and Technology Transfer. Ann Arbor: UMI Research Press, 1980.

    Google Scholar 

  65. Dunning, J. H. Multinational Enterprise. (Especially chapters 2–5, which constitute revised versions of Dunning’s earlier publications stressing the eclectic approach.)

    Google Scholar 

  66. Ibid., p. 78.

    Google Scholar 

  67. For Example, ibid., pp. 59–66.

    Google Scholar 

  68. See the literature listed in 30 and 36.

    Google Scholar 

  69. Dunning, J. H. Multinational Enterprise, p. 111.

    Google Scholar 

  70. Ibid., p. 49.

    Google Scholar 

  71. Vernon moves to a more differentiated analysis in his PLC-re-evaluation (cf. 30).

    Google Scholar 

  72. Dunning, J. H. Multinational Enterprise, p. 113.

    Google Scholar 

  73. Robinson, R. D. “Background Concepts and Philosophy of International Business from World War II to Present.” Journal of International Business Studies 12(1): 13–21, 1981;

    Article  Google Scholar 

  74. Macharzina, K. International Business Theory Development: Remarks on Concepts of Research. Hohenheimer Betriebswirtschaftliche Beiträge Nr. 9 (Hohenheim Contributions to Business Adminstration), University of Hohenheim, 1980.

    Google Scholar 

  75. Fayerweather, J. A. “Conceptual Framework for the Multinational Corporation.” In: W. H. Wacker, H. Haussmann, and B. Kumar (eds.), Internationale Unternehmensführung, pp. 17–31, is the most recent version.

    Google Scholar 

  76. For a broader background, see Fayerweather, J. International Business Strategy and Administration. Cambridge, MA: Ballinger, 1978.

    Google Scholar 

  77. Dunning, J. H. Multinati onal Enterprise, p. 27, 79.

    Google Scholar 

  78. Fayerweather, J. International Business Management, p. 216.

    Google Scholar 

  79. Etemad, H. “World Product Mandating in Perspective.” Paper presented at the annual meeting of the Academy of International Business, Washington, D.C., October, 1982. For adequate financial controls systems, see Simmonds, K. “Global Strategies and the Control of Market Subsidiaries,” Chapter 11 in this volume.

    Google Scholar 

  80. See: Flaherty, M. T. and Graham, M. B. W. “The Effects of New Communications and Computer-Related Technologies on the Management and Competitiveness of International Manufacturing.” Paper presented at the 8th EIBA Annual Meeting, Fontainebleau, December 1982.

    Google Scholar 

  81. Fayerweather, J. Conceptual Framework, pp. 22–31.

    Google Scholar 

  82. See also Terpstra, V. “The Role of Economies of Scale in International Marketing.” Chapter 4 in this volume.

    Google Scholar 

  83. Luostarinen, R. Internationalization of the Firm. Helsinki: Helsinki School of Economics, 21980, p. 31, 94.

    Google Scholar 

  84. Larréché, J-C. “The International Product/Market Portfolio.” In: H. Thorelli and H. Becker (eds.), International Marketing Strategy. New York: Pergamon, 1980 (rev. ed.), pp. 296–305.

    Google Scholar 

  85. Channon, D. F. and Jalland, M. Multinational Strategic Planning. London: Macmillan, 1980.

    Google Scholar 

  86. Preston, L. E. Strategy-Structure-Performance: A Framework for Organization/Environment Analysis; and Thorelli, H. B. “Introduction to a Theme.” Both in: H. B. Thorelli (ed.), Strategy + Structure = Performance, Bloomington, IN: Indiana University Press, 1977, pp. 30–49 and pp. 3–29.

    Google Scholar 

  87. Wind, Y. and Douglas, S. “International Portfolio Analysis and Strategy: the Challenge of the 80s.” Journal of International Business Studies 12(2): 69–82, 1981.

    Article  Google Scholar 

  88. See: Moxon, R. W. Export Platform Foreign Investments in the Theory of International Production. University of Reading Discussion Papers in International Investment and Business Studies, No. 56, September 1981, for a stronger conceptual orientation.

    Google Scholar 

  89. Leroy, G. Multinational Product Strategy: A Typology for Analysis of Worldwide Product Innovation and Diffusion. New York: Praeger, 1976, p. 24.

    Google Scholar 

  90. Doz, Y. L. Government Control and Multinational Strategic Management. New York: Praeger, 1979, especially pp. 37–43.

    Google Scholar 

  91. Weick, K. The Social Psychology of Organizing. Reading, MA: Addison-Wesley, 1969, p. 64.

    Google Scholar 

  92. Dunning, J. H. Multinational Enterprise, particularly p. 109, et sq.

    Google Scholar 

  93. Hout, T., Porter, M. E., and Rudden, E. “How Global Companies Win Out”. Harvard Business Review 60(5): 98–102, 1982.

    Google Scholar 

  94. Hampton, G. M. and Van Gent, A. International Marketing in the 1980s and Beyond: Research Frontiers. See chapter 12 in this volume.

    Google Scholar 

  95. See: Dunning, J. H. “Multinational Enterprises and Trade Flows of Developing Countries,” In: Dunning, J. H., (ed.), Multinational Enterprise, pp. 304–20, for an economic analysis.

    Google Scholar 

  96. See: Sethi, S. P. and Etemad, H. “Marketing: The Missing Link in Economic Development.” Chapter 7 in this volume.

    Google Scholar 

  97. Fagre, N. and Wells, L. T. Jr. “Bargaining Power of Multinationals and Host Governments.” Journal of International Business Studies 13(2): 9–23, 1982.

    Article  Google Scholar 

  98. Dunning, J. H. “Evaluating the Costs and Benefits of Multinational Enterprises to Host Countries: A Tool-Kit Approach,” In: Dunning, J. H., (ed.), Multinational Enterprise, pp. 357–84, is representative for a rich literature. See also: UNCTC. Transnational Corporations Linkages in Developing Countries. New York: ST/CTC/17 E.81 II A 4, 1981.

    Google Scholar 

  99. Kojima, K. Direct Foreign Investment: A Japanese Model of Multinational Business Operations. London: Croom Helm, 1978.

    Google Scholar 

  100. Drucker, P. F. “Behind Japans Success.” Harvard Business Review 59(1):83–90, 1981.

    Google Scholar 

  101. Tsurumi, Y. Sogoshosha: Engines of Export-Based Growth. Montreal: Institute for Research on Public Policy, 1980.

    Google Scholar 

  102. Bergsten, C. F., Horst, T., and Moran, T. H. American Multinationals and American Interests. Washington, D.C.: Brookings Institution, 1978, p. 297.

    Google Scholar 

  103. Mason, R. H. “A Comment on Professor Kojima’s Japanese Type Versus American Type of Technology Transfer.” Hitotsubashi Journal of Economics 20(2):42–52, 1980.

    Google Scholar 

  104. From the rich literature already reporting on these variables, just one representative publication each can be quoted here: Agmon, T. and Kindleberger, C. P. Multinationals from Small Countries. Cambridge, MA: MIT Press, 1977;

    Google Scholar 

  105. Keegan, W. J. and Heenan, D. A. “The Rise of Third World Multinationals.” Harvard Business Review 57(1): 101–09 1979;

    Google Scholar 

  106. Zurawicki, L. Multinationals in the West and East. Alphen a.d. Rijn: Sijthoff and Noordhoff, 1979.

    Google Scholar 

  107. Baumer, J-M. and von Gleich, A. Transnational Corporations in Latin America. Diessenhofen: Rilegger, 1982;

    Google Scholar 

  108. Takamiya, M. “Japanese Multinationals in Europe: Internal Operations and their Public Policy Implications.” Columbia Journal of World Business 16(Summer): 5–17, 1981.

    Google Scholar 

  109. Neff, N. H. and Farley, J. U. “Advertising Expenditures in the Developing World.” Journal of International Business Studies 11(2):64–79, 1980.

    Article  Google Scholar 

  110. Again, for each variable just one example is listed: Vernon, R. “The International Aspects of State-owned Enterprises.” Journal of International Business Studies 10(3):7–15, 1979;

    Article  Google Scholar 

  111. Steinmann, H., Kumar, N. B. and Wasner, A. “Some Aspects of Managing U.S. Subsidiaries of German Medium-sized Enterprises.” Management International Review 19(3):27–37, 1979;

    Google Scholar 

  112. Turnbull, P. W. “International Aspects of Bank Marketing.” European Journal of Marketing 16(3): 102–05, 1982;

    Article  Google Scholar 

  113. Katz, J. H. Does Foreign Direct Investment Theory Reflect Reality: The Case of the American Multinational Food Processors. M.I.T. Working Paper 1354–82, October 1982.

    Google Scholar 

  114. Soldner, H. “International Marketing: A Typology of Strategies and Attitudes.” In: S. Raveed and Y. R. Puri (eds.), 1977 Proceedings of the Academy of International Business, Chicago: AIB, 1978, pp. 81–83.

    Google Scholar 

  115. Knickerbocker, F. T. Oligopolistic Reaction and the Multinational Enterprise. Boston: Harvard University Press, 1973.

    Google Scholar 

  116. “Why Global Businesses Perform Better.” International Management 38(1):40,1983.

    Google Scholar 

  117. Behrman is more specific with his home-market, host-market and world-market firms, to supplement the earlier resource/market/efficiency seeker MNC-classification. Behrman, J. N. and Fischer, W. A. “Transnational Corporations: Market Orientations and R + D Abroad.” Columbia Journal of World Business 15(3):55–60, 1980.

    Google Scholar 

  118. Fayerweather, J. and Kapoor, A. Strategy and Negotiation for the International Corporation. Cambridge, MA: Ballinger, 1976, pp. 7–24. Focuses on the strategy models of dynamic high- or low/stable-technology, advanced management skills and unified-logistics labor-transmission.

    Google Scholar 

  119. Arndt, J. “The Conceptual Domain of Marketing: Evaluation of Shelby Hunt’s Three Dichotomies Model.” European Journal of Marketing 16(1): 27–35, 1982.

    Article  Google Scholar 

  120. Hunt, S. D. and Burnett, J. J. “The Macromarketing/Micromarketing Dichotomy: A Taxonomical Model.” Journal of Marketing 46(3):11–26, 1982.

    Article  Google Scholar 

  121. Boddewyn, J. J. Comparative Marketing: The First Twenty-Five Years. Journal of International Business Studies 12(1): 62, 73, 1.

    Google Scholar 

  122. See, for instance, Negandhi, A. R. (ed.). Functioning of the Multinational Corporation: A Global Comparative Study. New York: Pergamon, 1980.

    Google Scholar 

  123. More integrative and synthesizing efforts in comparative/international management were already advocated by Schöllhammer, H. “Current Research in International and Comparative Management Issues. Management International Review 15(2–3):29–45, 1975.

    Google Scholar 

  124. See, for example, Skully, M. T. (ed.). A Multinational Look at the Transnational Corporation. Sidney: Dryden Press Australia, 1978.

    Google Scholar 

  125. In recent German literature, attention has been called to the fact that the study of economic phenomena in different countries has produced particular national approaches, conceptualizations, and theory structures used, e.g., by business administration, managerial economics, or the German-Dutch Betriebswirtschaftslehre/Bedrijfskunde. Accordingly, it is a prerequisite for integrative international research to compare the systems of thought, values, and research traditions of the respective disciplines, in the context of their national operational parameters. For comparative marketing and accounting, see: Perridon, L. “Bedeutung der Vergleichenden Betriebswirtschaftslehre für die Führung internationaler Unternehmen” (“Significance of Comparative Business Administration for International Business Management”). In: W. H. Wacker, H. Haussmann, B. Kumar (eds.), Internationale Unternehmensführung, pp. 157–69. For marketing, see: Soldner, H. Marketing (wissenschafts) Vergleiche— Vergleichbares and Unvergleichbares (“Marketing (science) Comparisons—Comparables and Non-comparables”). Marketing ZFP 2(4):285–90, 1980.

    Google Scholar 

  126. For a practical example of thoughtful Anglo-Dutch research integration, see: Van Gent, A. P. Marketing-Ontwikkeling (“Marketing Development”). Leiden: Stenfert Kroese, 1976.

    Google Scholar 

Download references

Authors
  1. Helmut Soldner
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Albers School of Business, Seattle University, Seattle, Washington, USA

    Gerald M. Hampton

  2. The Netherlands School of Business, Breukelen, The Netherlands

    Aart P. van Gent (Professor at Nijenrode) (Professor at Nijenrode)

Rights and permissions

Reprints and permissions

Copyright information

© 1984 Kluwer-Nijhoff Publishing

About this chapter

Cite this chapter

Soldner, H. (1984). International Business Theory and Marketing Theory: Elements for International Marketing Theory Building. In: Hampton, G.M., van Gent, A.P. (eds) Marketing Aspects of International Business. Nijenrode Studies in Business, vol 7. Springer, Dordrecht. https://doi.org/10.1007/978-94-009-5646-9_3

Download citation

  • DOI: https://doi.org/10.1007/978-94-009-5646-9_3

  • Publisher Name: Springer, Dordrecht

  • Print ISBN: 978-94-010-8990-6

  • Online ISBN: 978-94-009-5646-9

  • eBook Packages: Springer Book Archive

Publish with us

Policies and ethics

Search

Navigation