Globalization and trends in international marketing research in Asia

Several factors account for globalization trends including the mass liberalization of markets, the impact of technology, and the rapidly changing methods of communication and distribution worldwide. Foreign markets are becoming increasingly important to multinational companies, and this has led to a shift in the organization and philosophy of the international marketing research companies. The benefits of an international approach to research buying include better control and coordination of the research in many countries, comparability of the research findings, and better understanding of the marketing functions on a transnational basis. Both clients and research agencies recognize that it is far more important to possess a holistic understanding of the total operating environment (including political and economic issues) and have better appreciation of the competitors' plans and activities than conventional marketing research data. If international marketing research can adhere to the clients' needs, it will continue to be relevant and will prosper in the new millennium. (C) 2002 Elsevier Science Inc. All rights reserved.