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QUALITATIVE INSIGHTS INTO COMPANY EXPERIENCES IN INTERNATIONAL MARKETING RESEARCH

S. Tamer Cavusgil (Professor of Marketing and International Business and Director of the International Business Development Program at Michigan State University.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1987

315

Abstract

Relying upon personal interviews with 70 companies, this article offers some conclusions on the nature and scope of international marketing research activities. Specifically, the analysis provides a general characterization of such activities and gives specific examples of how companies approach international marketing research. Various indicators of market potential used by companies are also discussed. A categorization of research themes is offered based upon level of company internationalization. Use of various sources of information is discussed. Finally, specific approaches to foreign market opportunity analysis are highlighted and illustrated with company experiences.

Citation

Tamer Cavusgil, S. (1987), "QUALITATIVE INSIGHTS INTO COMPANY EXPERIENCES IN INTERNATIONAL MARKETING RESEARCH", Journal of Business & Industrial Marketing, Vol. 2 No. 3, pp. 41-54. https://doi.org/10.1108/eb006035

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited

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