Comparative Marketing: A Review of the Literature

Progress has been slow in developing explanations of how the marketing systems of different nations operate and interact to supply the goods and services that people consume. A review of the literature published over the past 25 years reveals that while progress has been achieved, we have not developed a generally accepted framework or paradigm to guide research. Comparative marketing literature concentrates on: (1) development of comparative marketing; (2) marketing institutions and activities; (3) environmental conditions; (4) consumer behavior; (5) methodological considerations; and (6) conceptual frameworks for comparative marketing.