Abstract
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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*Gopalkrishnan R. Iyer (Ph.D., Virginia Tech) is Assistant Professor of Marketing and International Business at Baruch College. The City University of New York. His current research interests include comparative marketing, business-to-business relationships, business ethics, and the sociology of religion.
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Iyer, G. Comparative Marketing: An Interdisciplinary Framework for Institutional Analysis. J Int Bus Stud 28, 531–561 (1997). https://doi.org/10.1057/palgrave.jibs.8490110
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DOI: https://doi.org/10.1057/palgrave.jibs.8490110