An Assessment of the Methodological Framework for Comparative Marketing Studies

Research output: Contribution to journalReview article


The purpose of this article is to explore the methodological framework used for comparative marketing systems studies. To this end, a comprehensive literature search was carried out to describe and evaluate the comparative marketing studies undertaken to date. An attempt is also made to identify unresolved research issues in the area and an alternative methodology is suggested to develop an improved conceptual basis for studies in comparative marketing.

Original languageEnglish (US)
Pages (from-to)3-15
Number of pages13
JournalManagement Decision
Issue number4
Publication statusPublished - Jan 4 1982


All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Management Science and Operations Research

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