The important role of meta-analysis in international research in marketing

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.