On Improving the Conceptual Foundations of International Marketing Research
本文聚焦国际营销研究的概念基础，探讨了指导研究的概念框架、地理分析单位及构念，并提出了两种组织跨文化研究的替代方法：适应型客位和关联型主位。
International marketing research plays a vital role as firms expand globally. Yet limited attention has been paid to the conceptual underpinnings of research needed to guide expansion. This article focuses on these issues and specifically examines the conceptual framework that guides research, the geographic units of analysis, and the constructs. The authors suggest two alternative approaches to organizing cross-cultural research: the adapted etic and the linked emic.