COMPARATIVE MARKETING - AN INTERDISCIPLINARY FRAMEWORK FOR INSTITUTIONAL ANALYSIS

Authors
IYER GR
Citation
Gr. Iyer, COMPARATIVE MARKETING - AN INTERDISCIPLINARY FRAMEWORK FOR INSTITUTIONAL ANALYSIS, Journal of international business studies, 28(3), 1997, pp. 531-561
Citations number
109
Categorie Soggetti
Business,Management
Journal title
Journal of international business studies → ACNP
ISSN journal
00472506
Volume
28
Issue
3
Year of publication
1997
Pages
531 - 561
Database
ISI
SICI code
0047-2506(1997)28:3<531:CM-AIF>2.0.ZU;2-M
Abstract
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.