Research at the “margin” Challenges for scholars working outside the “American‐European” domain

There is a lack of global focus in much of the international business and marketing literature. Most researchers have a low propensity to undertake studies outside the North American/European mainstream and it is difficult to judge the robustness of important theoretical frameworks on a global basis. Underlying reasons for this include data‐collection constraints, methodological issues arising from the dominance of “Western” theory, the hegemony of English as the language of scholarly research and publication issues.