Synthesizing the latest Configurational Contents of International Marketing

Abstract

This study is an effort to attempt and identify the most recent configurational contents developed during 1990 - 2012. Literature of this particular duration is assessed to explore attention captured by each individual configurational content by researchers, publication outlets and in terms of their application in a particular industry. This literature synthesis 1834 research articles published in particular time frame 1990 - 2012, which yield 57 different configurational contents of international marketing with application in 32 different industries. These 57 configurational contents are categorized under 7 derived clusters. Review also focuses on attention of publication outlets in context of specialized volumes published in each research stream of international marketing. This synthesis find that international marketing has made substantial progress in context of concepts, their application. All the configurational contents and research streams successfully captured the attention of researchers and publication outlets.

Keywords: International marketing, Configurational Contents, Research Streams