Comparative marketing: An interdisciplinary framework for institutional analysis
成果类型：
Review
署名作者：
Iyer, GR
刊物名称：
JOURNAL OF INTERNATIONAL BUSINESS STUDIES
ISSN/ISSBN：
0047-2506
DOI：
10.1057/palgrave.jibs.8490110
发表日期：
1997
页码：
531-561
关键词：
摘要：
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 dynamic 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.
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