Internation Marketing The Involvement of Ethnocentrism in the International Marketing Scenario
While retail stores and other associated channels provide areas where final transactions take place and consumption begin, the impact of retailing activities on customer demand has largely been ignored in the theory of marketing, with few exceptions such as the late Hollander whose research has continuously proved to be of great contribution to market researchers.
Hollander argued that the fundamental of the market theory was aimed at understanding how retailers have acted (and still act) as consumption modifiers and gatekeepers. Likewise, Hunt noted in 1983 that marketing study involves the study of exchange behavior and institutional frameworks through which exchange occur. Hunt’s view was that the study should be fundamental marketing explained.
Within the marketing arena, slow knowledge change on retailing has been achieved. This, however, should be the case considering the numerous technological and socio-cultural advancements the world continues to witness every passing moment. One exception to the slowness is the historic nature of most marketing research activities.
Hollander noted that many studies were a historical or highly “anecdotal”. The call for a response to the Hollanders challenge was echoed by Alexander in 1997. In Alexandra’s perspective, the importance of retailing and marketing to modern business development cannot be underestimated. Much action needs to be taken in ensuring that theories and frameworks that are developed are beneficial to the growing business world. One area that is of great concern is the issue of ethnocentricity in business and especially in international marketing although it has not been incorporated in previously formulated theories. .