Educator Insights: The Policy Gap in International Marketing

Abstract

In the light of the growing importance of policy for international marketing practice, the author makes a case for an increase in policy-oriented international marketing work in academia by presenting some key policy issues and developing international marketing research dimensions associated with these issues. The author makes suggestions for the structuring of research strategies that are responsive to policy changes and offers some thoughts on how researchers can influence and shape policy with their research insights. The author makes recommendations that might help increase the policy orientation of international marketing academics.