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IMRPs and advancing international marketing education
, Sudhir Rana, Arpan Anand
Published in NeilsonJournals Publishing
Volume: 12
Pages: 267 - 290

As academicians and students pursue market research for companies, the need to understand the issues and challenges while undertaking International Marketing Research Projects (IMRPs) is becoming increasingly important. Marketing research is the most important tool through which companies understand their existing and prospective customers. As companies contemplate the global market, they need to consider how the international arena differs from local/regional/ national market research. In an endeavour to assist executives in their international business decisions many academic researchers and students design and implement IMRPs. We attempt in this paper to advance International Marketing (IM) education by providing a framework for students undertaking IMRPs and in particular, to highlight the challenges and issue involved. These need to be considered carefully in order to produce international market research of the appropriate quality to optimally support management decisions. Acknowledgement: The authors appreciatively acknowledge the consistent support of Managing Editor and Senior Editors of JIBE including anonymous reviewers for their constructive comments and valuable suggestions.

About the journal
JournalJournal of International Business Education
PublisherNeilsonJournals Publishing
Open AccessNo
Concepts (6)
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    Im (international marketing)
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    Imrps (international marketing research projects)
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    Global marketing strategies
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    Marketing research
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    Competitive advantage
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