ULUSLARARASI PAZARLAMA ALANINDA YAPILAN ARAŞTIRMALARIN KATEGORİK OLARAK DEĞERLENDİRİLMESİ: 1995-2010 YILLARI ARASI LİTERATÜR TARAMASI

Bu çalışmanın amacı, 1995-2010 yılları arasında uluslararası pazarlama alanında yayınlanan makalelerin kategorik bir sınıfandırmaya tabi tutulmasıdır. Bu çerçevede, uluslararası pazarlama alanındaki temel dergiler taranarak 345 tanesi uygulamalı, 124 tanesi kavramsal olmak üzere toplam 469 makale çalışması içerik analizi yöntemi ile incelenmiştir. İncelenen çalışmalar, ana ve alt konu başlıklarının yanısıra, yıl, sektör, ülke, kullanılan analiz ve ölçek türleri ile, örneklem hacmi ve çerçevesi kriterlerine göre sınıflandırılmıştır. Sonuçlar, son on beş yıl içerisinde uluslararası pazarlama alanında en fazla “stratejik pazarlama planı”, “ürün stratejisi” ve “uluslararasılaşma süreci ve pazara giriş türleri” konularında çalışma yapıldığını; çalışmaların en fazla Amerika Birleşik Devletleri'nde ve elektronik sektöründe yoğunlaştığını; ayrıca, Faktör Analizi ve Likert Ölçeğinin en çok tercih edilen analiz ve ölçek türü olduğunu göstermiştir.

Anahtar Kelimeler:

Uluslararası pazarlama, literatür taraması

Categorical Investigation of Researches in International Marketing: Literature Review Between 1995 and 2010

The purpose of this study is to investigate the articles between the years of 1995-2010 and to prepare a subject index about international marketing literature. In this framework, main journals about marketing were scanned and in total 469 academic articles, 345 empirical and 124 theoretical, were examined and classified by using content analysis. The articles were classified according to main and sub titles, as well as the year they were published, the industry type, country, analysis technique, scale type, sampling frame and sampling size. According to results, “strategic marketing plan”; “product strategies”, and “internationalization process and market entry modes” are the most frequently studied topics, and Factor Analysis and Likert-type Scale are also the most used technique and scale. It is also found that the papers were mostly published in USA, and focused on electronic industry.

Keywords:

International marketing, literature review,

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