Comparative Marketing: An Interdisciplinary Framework for Institutional Analysis

Gopalkrishnan R Iyer
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Gopalkrishnan R Iyer: Baruch College, The City University of New York

Journal of International Business Studies, 1997, vol. 28, issue 3, 561 pages

Abstract: Institutional analysis is proposed as an alternative theoretical methodology for the study of comparative marketing systems. This paper argues that institutional analysis offers considerable potential for understanding dynamics marketing systems and for the explicit study of change. Disciplinary insights of institutional analysis are reviewed and the richness of the conceptual apparatus of comparative institutional analysis, as applied to the study of comparative marketing systems, is explicated.© 1997 JIBS. Journal of International Business Studies (1997) 28, 531–561

Date: 1997
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