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Internationalization in marketing: from theory to practice by means of a Delphi study

  • International marketing matters to firms and consumers when going abroad. Given the general limitation of resources, it is important to set priorities as to one's international marketing engagement. The articles presented in this special edition reflect the research presented at the annual conference of the Global Marketing Special Interest Group of the American Marketing Association, which took place in 2012 in Cancun, Mexico. The participants focused on ideas and alternatives for the exploration of developing knowledge in international marketing from both an academic and a practitioner perspective. In addition to the leading presentations offered in this volume, there was also a key effort made to develop, with the use of a Delphi research study, which is presented in this article, insights into the future role of international marketing and its cross-disciplinary and cross-national opportunities.

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Document Type:Article
Author:Andreas PinkwartORCiD
Chairs and Professorships:Chair of Innovation Management and Entrepreneurship
Year of Completion:2014
In: Thunderbird International Business Review, 56 (2014) 1, 5-10