Gr. Iyer, COMPARATIVE MARKETING - AN INTERDISCIPLINARY FRAMEWORK FOR INSTITUTIONAL ANALYSIS, Journal of international business studies, 28(3), 1997, pp. 531-561
Institutional analysis is proposed as an alternative theoretical metho
dology for the study of comparative marketing systems, This paper argu
es that institutional analysis offers considerable potential for under
standing dynamic marketing systems and for the explicit study of chang
e, Disciplinary insights of institutional analysis are reviewed and th
e richness of the conceptual apparatus of comparative institutional an
alysis, as applied to the study of comparative marketing systems, is e
xplicated.