Considers the current thrust in marketing to create global products, brands
and strategies but also to "act local" when appropriate. Deciding which el
ements have similar effects and which ave significantly different conceptua
lly requires meta-analysis of each of the elements Reviews sa,ne applicatio
ns of marketing meta-analysis with a focus on international research.;The p
otential international impact of meta-analysis in view of current trends in
information technology and the globalization of marketing is promising, es
pecially when the focus Is on I:variables such as culture, geography, and e
conomic condition rather than country per se.