The Nature and Scope of International Marketing Research

V. Kumar ()
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V. Kumar: Brock University

Chapter Chapter 1 in International Marketing Research, 2024, pp 3-46 from Springer

Abstract: Abstract The world is witnessing changes continually. Can you remember how it was just a decade back? In 2013, Twitter went public with its initial public offering (IPO), while Facebook was making a comeback after its poor performance in its IPO in 2012; the market capitalization of Bitcoin was around USD 1.5 billion (compared to around USD 500 billion in 2023); the world’s largest airline was formed (in terms of scheduled passenger-kilometers flown) via the merger of American Airlines and U.S. Airways; BlackBerry was still struggling to reclaim its erstwhile market from Android and iOS platforms; Netflix’s quarterly revenue was around USD 1 billion in the first quarter of 2013 (compared to USD 8.1 billion in the first quarter of 2023); “binge-watching” and “selfie” were fast gaining popularity; Candy Crush was the most popular game on Facebook; and social media was beginning to be a major player during crisis situations such as Kenya’s Westgate shopping center and Boston marathon bombing.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-54650-1_1

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DOI: 10.1007/978-3-031-54650-1_1

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