IMRPs and Advancing International Marketing Education
Sudhir Rana
Fortune Institute of International Business, New Delhi, India
Prashant Salwan
Indian Institute of Management, Indore, India
Arpan Anand
Panjab University Chandigarh, India
Volume 12: 2017, pp. 267-290; ABSTRACT
As academicians and students pursue market research for companies, the need to understand the issues and challenges while undertaking International Marketing Research Projects (IMRPs) is becoming increasingly important. Marketing research is the most important tool through which companies understand their existing and prospective customers. As companies contemplate the global market, they need to consider how the international arena differs from local/regional/national market research. In an endeavour to assist executives in their international business decisions many academic researchers and students design and implement IMRPs. We attempt in this paper to advance International Marketing (IM) education by providing a framework for students undertaking IMRPs and in particular, to highlight the challenges and issue involved. These need to be considered carefully in order to produce international market research of the appropriate quality to optimally support management decisions.
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