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Knowledge structure in international marketing: a multi-method bibliometric analysis

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Abstract

This study examines the underlying forces that shape the international marketing (IM) field using three bibliometric methods: exploratory factor analysis (EFA), hierarchical cluster analysis (HCA), and metric multidimensional scaling (MDS). We apply these techniques to evaluate the knowledge structure of IM publications for the 1999–2008 period and to concurrently provide a supplemental examination of the findings for the 2009–2010 period. Overall, our database contains 228,929 citations used in 3,632 IM articles from 34 academic journals in which marketing publications appear. We initially trace the underpinning knowledge structure in the literature in five-year increments for all influential IM publications. We then refine our analysis and examine marketing-centered scholarly influences on the IM literature and undertake an examination of the developments in later years. The results indicate that the IM field is expanding and is considerably more inclusive, sophisticated, and increasingly more complex than in earlier periods. Our findings also demonstrate that other disciplines (principally management) have had a profound influence on the development of the IM literature during the 12-year period under investigation. Using the bibliometric results derived from our data, we provide guidelines for future research and contrast them with those forwarded in review studies of the international marketing literature.

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Notes

  1. A range of IML reviews have appeared in research books and conference proceedings as well as in academic journals. For the purposes of this study, we focus on reviews appearing in mainstream journals which offer greater specificity to published works and provide comprehensive IML coverage (in contrast to a focus on articles published in a specific journal or on a particular model).

  2. Bibliometric research has a long history in marketing for investigating underlying knowledge structures within the field (e.g., Baumgartner and Pieters 2003; Hoffman and Holbrook 1993; Leong 1989).

  3. As fields of study are dynamic and disciplines evolve over time, scholarly research involving bibliometrics is generally for a subset of a particular literature defined in terms of specialization and/or period.

  4. The use of multiple methods in bibliometric research is not uncommon (e.g., Ding et al. 1999; White and McCain 1998).

  5. A research clique constitutes an elite research group in which three or more influential publications form a complete and mutual relationship in a knowledge structure (Alba and Moore 1983; Tsai and Wu 2010; Wasserman and Faust 1994). As noted by Wasserman and Faust (1994, p. 254), “the clique is the foundational idea for studying cohesive subgroups” in a research domain as it indicates areas receiving concentrated activity on which to base future research, and, therefore, cliques have a heightened importance in recommending future research directions.

  6. Given the lead time associated with research projects, manuscript preparation, lengthy review processes, revisions, and acceptance decisions, coupled with publication delays at some journals, there is substantial flexibility in selecting the starting date for data collection. We view scholarly advances in disciplines as continuous, and the starting date for data collection is constrained only by our stated objectives of emphasizing recent developments. It is noteworthy as well that the starting points for each of the two five-year periods that will be evaluated (1999 and 2004) coincide with the ending points covered in the two most recent traditional IML reviews, that is, Nakata and Huang (2005) and Leonidou et al. (2010), respectively. Given that bibliometric approaches vary considerably from ordinary reviews, this study provides continuity over time across review methods, that is, traditional versus co-citation, with the first 5 years providing a basis for comparison with the second 5 years.

  7. Keywords in the database are the most important identifiers of articles. The vast majority of articles include multiple keywords, and even if one particular keyword in the article was not included in our comprehensive set of 357 terms, other terms associated with the article would permit the system to include the article in our sample. We thus remain confident that our search is both inclusive and comprehensive.

  8. A complete bibliography is available from the authors upon request. Supplemental appendices containing the complete references for each period under investigation are provided with the online version of this article.

  9. For example, the most highly cited IM publications appearing in the Journal of Advertising, Marketing Letters, Harvard Business Review, or Journal of International Business Studies were retained, but those appearing in such journals as the Journal of Management or Academy of Management Review were excluded. Inasmuch as the most highly cited articles typically appear in the leading marketing and business journals, this process was straightforward in maintaining the marketing-related specificity required in this portion of the study.

  10. The decision to use only one method rather than three was based on two criteria. First, MDS is the most common bibliometric method and returned the most meaningful and precise results in our earlier analyses. Second, our results demonstrate much similarity between the three methods, rendering the use of multiple methods redundant for this stage of our investigation.

  11. A successor group is defined as one that shares at least one publication with a group in the preceding period. Hence, an identical successor (i.e., sharing the exact same articles as the predecessor group) indicates no change in the knowledge structure for that group. New entries in the successor groups, however, are indicative of a shift or transition in the group to form a new knowledge structure. Groups completely lacking a successor are indicative of new developments or the heightening of previously less important intellectual endeavors in a field.

  12. The Global Brand Management Conference sponsored by Koç University in 2010 and the global branding special issue of the International Journal of Research in Marketing are indications of active scholarly involvement in global branding research.

  13. Representative management and economics theories and paradigms used in the IML include agency theory (Eisenhardt 1989), eclectic theory (Dunning 1988), the resource-based view (Barney 1991), transaction cost economics (Williamson 1979), and strategy coalignment (Venkatraman 1989).

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Acknowledgments

The authors gratefully acknowledge the guidance provided by the editor and the helpful comments and suggestions of the three anonymous JAMS reviewers. The assistance of Boris Elizarov and David Cohen with the data is appreciated.

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  1. Collins College of Business, The University of Tulsa, 800 South Tucker Drive, Tulsa, OK, 74104-9700, USA

    Saeed Samiee & Brian R. Chabowski

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Samiee, S., Chabowski, B.R. Knowledge structure in international marketing: a multi-method bibliometric analysis. J. of the Acad. Mark. Sci. 40, 364–386 (2012). https://doi.org/10.1007/s11747-011-0296-8

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