Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Lages, Cristiana; Pfajfar, G.; Shoham, A. (2015)
Publisher: Emerald
Languages: English
Types: Article
Purpose\ud – The purpose of this paper is to examine the reasons for the lack of research attention paid to the Middle East (ME) and Africa regions. In particular, this study seeks to identify the reasons for and implications of the paucity of ME- and Africa-based studies in high-quality international journals in the marketing field with a specific focus on the challenges in conducting and publishing research on these regions.\ud \ud Design/methodology/approach\ud – The authors conducted a systematic review of the literature on the ME and Africa regions to identify papers published in 23 high-quality marketing, international business, and advertising journals. This search resulted in 301 articles, among which 125 articles were based on primary or secondary data collected from a local source in those regions. The authors of these 125 articles constitute the Delphi study sample. These academics provided input in an effort to reach a consensus regarding the two proposed models of academic research in both regions.\ud \ud Findings\ud – This paper differs from previous studies, where academic freedom emerged as the most important inhibitor to conducting and publishing research. The most frequently mentioned challenges in conducting research in Africa were access to data, data collection issues, diversity of the region, and lack of research support infrastructure. For the ME, the most often described challenges included validity and reliability of data, language barriers, data collection issues, and availability of a network of researchers. Editors’ and reviewers’ low interest and limited knowledge were ranked high in both regions. South Africa, Israel, and Turkey emerged as outliers, in which research barriers were less challenging than in the rest of the two regions. The authors attribute this difference to the high incidence of US-trained or US-based scholars originating from these countries.\ud \ud Originality/value\ud – To the best of the knowledge, no marketing studies have discussed the problems of publishing in high-quality international journals of marketing, international business, and advertising for either region. Thus, most of the issues the authors discuss in this paper offer new insightful results while supplementing previous research on the challenges of conducting and publishing research on specific world regions.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Abdul-Muhmin, A.G. (2005), “Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial markets”, Journal of Business Research, Vol. 58, pp. 619-28.
    • Adesida, O. and Karuri-Sebina, G. (2011), “Is Africa the land of the future? It is not a given!”, Foresight, Vol. 13 No. 3, pp. 3-6.
    • Ahmed, S.A. and d'Astous, A. (2008), “Antecedents, moderators and dimensions of countryof-origin evaluations”, International Marketing Review, Vol. 25 No. 1, pp. 75-106.
    • Akbar, Y.H. and Samii, M. (2005), “Emerging markets and international business: a research agenda”, Thunderbird International Business Review, Vol. 47 No. 4, pp. 389-96.
    • Al-Khatib, J., Stanton, A.D. and Rawwas, M.Y.A. (2005), “Ethical segmentation of consumers in developing countries: a comparative analysis”, International Marketing Review, Vol. 22 No. 2, pp. 225-46.
    • Al-Olayan, F.S. and Karande, K. (2000), “A content analysis of magazine advertisements from the United States and the Arab world”, Journal of Advertising, Vol. 29 No. 3, pp. 69-82.
    • Babakus, E., Yavas, U., Karatepe, O.M. and Avci, T. (2003), “The effect of management commitment to service quality on employees' affective and performance outcomes”, Journal of the Academy of Marketing Science, Vol. 31 No. 3, pp. 272-86.
    • Batislam, E.P., Denizel, M. and Filiztekin, A. (2007), “Empirical validation and comparison of models for customer base analysis”, International Journal of Research in Marketing, Vol. 24 No. 3, pp. 201-9.
    • Bilgin, P. (2006), “What future for Middle Eastern studies?", Futures, Vol. 38, pp. 575-85.
    • Brand, L.A. (2007), “Middle East studies and academic freedom: challenges at home and abroad”, International Studies Perspectives, Vol. 8 No. 4, pp. 384-95.
    • Briner, R.B., Denyer, D. and Rousseau, D.M. (2009), “Evidence-based management: concept cleanup time?”, Academy of Management Perspectives, Vol. 23 No. 4, pp. 19-32.
    • Burgess, S.M. and Steenkamp, J.E.M. (2006), “Marketing renaissance: how research in emerging markets advances marketing science and practice”, International Journal of Research in Marketing, Vol. 23 No. 4, pp. 337-56.
    • Chao, P., Samiee, S. and Yip, L.S.C. (2004), “Guest editorial - international marketing in the Asia-Pacific region”, International Marketing Review, Vol. 21 No. 3, pp. 243-46.
    • Cohen, R.J. (1999), “What qualitative research can be”, Psychology & Marketing, Vol. 16 No. 4, pp. 351-69.
    • Craig, C.S. and Douglas, S. (2005), International Marketing Research, John Wiley, Chichester.
    • Demirbag, M., Apaydin, M. and Tatoglu, E. (2011), “Survival of Japanese subsidiaries in the Middle East and North Africa”, Journal of World Business, Vol. 46 No. 4, pp. 411-25.
    • DuBois, F.L. and Reeb, D. (2000), “Ranking the international business journals”, Journal of International Business Studies, Vol. 31 No. 4, pp. 689-704.
    • Erdem, T., Swait, J. and Valenzuela, A. (2006), “Brands as signals: a cross-country validation study”, Journal of Marketing, Vol. 70 No. 1, pp. 34-49.
    • Essoussi, L.H. and Merunka, D. (2007), “Consumers' product evaluations in emerging markets: does country of design, country of manufacture, or brand image matter?”, International Marketing Review, Vol. 24 No. 4, pp. 409-26.
    • Fahmy, E.I. and Rifaat, N.M. (2010), “Middle East information literacy awareness and indigenous Arabic content challenges”, International Information and Library Review, Vol. 42 No. 2, pp. 111-23.
    • Fastoso, F. and Whitelock, J. (2010), “Regionalization vs. globalization in advertising research: insights from five decades of academic study”, Journal of International Management, Vol. 16 No. 1, pp. 32-42.
    • Fastoso, F. and Whitelock, J. (2011), “Why is so little marketing research on Latin America published in high quality journals and what can we do about it? Lessons from a Delphi study of authors who have succeeded,” International Marketing Review, Vol. 28 No. 4, pp. 435-49.
    • Gilmore, A., O'Donnell, A., Carson, D. and Cummins, D. (2003), “Factors influencing foreign direct investment and international joint ventures: a comparative study of Northern Ireland and Bahrain”, International Marketing Review, Vol. 20 No. 2, pp. 195- 215.
    • Godley, A. and Shechter, R. (2008), “Editors' introduction: Business history and the Middle East: local contexts, multinational responses-A special section of Enterprise & Society”, Enterprise & Society, Vol. 9 No. 4, pp. 631-36.
    • Grier, S.A. and Deshpandé, R. (2001), “Social dimensions of consumer distinctiveness: the influence of social status on group identity and advertising persuasion”, Journal of Marketing Research, Vol. 38 No. 2, pp. 216-24.
    • Griffith D.A., Cavusgil, S.T. and Xu, S. (2008), “Emerging themes in international business research”, Journal of International Business Studies, Vol. 39 No. 7, pp. 1220-35.
    • Henthorne, T.L., LaTour, M.S. and Loraas, T. (1998), “Publication productivity in three leading U.S. advertising journals: 1989 through 1996”, Journal of Advertising, Vol. 27 No. 2, pp. 53-63.
    • Heyneman, S.P. (1997), “The quality of education in the Middle East and North Africa (MENA)”, International Journal of Educational Development, Vol. 17 No. 4, pp. 449- 66.
    • Hirschman, E.C. (1986), “Humanistic inquiry in marketing research: philosophy, method, and criteria”, Journal of Marketing Research, Vol. 23 No. 3, pp. 237-49.
    • Hitt, M.A., Li, H. and Worthington, W.J. (2005), “Emerging markets as learning laboratories: learning behaviours of local firms and foreign entrants in different institutional contexts”, Management and Organization Review, Vol. 1 No. 3, pp. 353-80.
    • Hult, G.T.M., Reimann, M. and Schilke, O. (2009), “Worldwide faculty perceptions of marketing journals: rankings, trends, comparisons, and segmentations”, Global Business Review, Vol. 3 No. 3, pp. 1-23.
    • Ingenbleek, P., Tessema, W.K. and van Trijp, H. (2013), “Conducting field research in subsistence markets, with an application to market orientation in the context of Ethiopian pastoralists”, International Journal of Research in Marketing, Vol. 30 No. 1, pp. 83-97.
    • Kalliny, M. (2010), “Are they really that different from us: a comparison of Arab and American newspaper advertising”, Journal of Current Issues and Research in Advertising, Vol. 32 No. 1, pp. 95-108.
    • Kamoche, K. (2011), “Contemporary developments in the management of human resources in Africa”, Journal of World Business, Vol. 46 No. 1, pp. 1- 4.
    • Kearney, C. (2012), “Emerging markets research: trends, issues and future directions”, Emerging Markets Review, Vol. 13 No. 2, pp. 159-83.
    • Kemp, L.J. (2010), “Access to fieldwork: 'strange' work in a Middle East setting”, Education, Business and Society: Contemporary Middle Eastern Issues, Vol. 3 No. 4, pp. 289-298.
    • Kohli, A. K., and Jaworski, B. J. (1990), “Market orientation: the construct, research propositions, and managerial implications”, Journal of Marketing, Vol. 54 No. 2, pp. 1- 18.
    • Kumar, V., Jones, E., Venkatesan, R. and Leone, R.P. (2011), “Is market orientation a source of sustainable competitive advantage or simply the cost of competing?”, Journal of Marketing, Vol. 75 No. 1, pp. 16-30.
    • Lahiri, S. (2011), “Brazil-focused publications in leading business journals”, European Business Review, Vol. 23 No. 1, pp. 23-44.
    • Lee, R., Klobas, J., Tezinde, T. and Murphy, J. (2010), “The underlying social identities of a nation's brand”, International Marketing Review, Vol. 27 No. 4, pp. 450-65.
    • Lee-Kelley, L., Gilbert, D. and Al-Shehabi, N.F. (2004), “Virtual exhibitions: an exploratory study of Middle East exhibitors' dispositions”, International Marketing Review, Vol. 21 No. 6, pp. 634-44.
    • Leonidou, L.C., Barnes, B.R., Spyropoulou, S. and Katsikeas, C.S. (2010), “Assessing the contribution of leading mainstream marketing journals to the international marketing discipline”, International Marketing Review, Vol. 27 No. 5, pp. 491-518.
    • Leonidou, C.N., Katsikeas, C.S. and Morgan, N.A. (2013), “Greening” the marketing mix: do firms do it and does it pay off?, Journal of the Academy of Marketing Science, Vol. 41 No. 2, 151-170.
    • Luqmani, M., Quraeshi, Z. and Yavas, U. (1989), “Advertising in Saudi Arabia: content and regulation”, International Marketing Review, Vol. 6 No. 3, pp. 59-72.
    • Melewar, T.C., Turnbull, S. and Balabanis, G. (2000), “International advertising strategies of multinational enterprises in the Middle East”, International Journal of Advertising, Vol. 19, pp. 529-47.
    • Mellahi, K., Demirbag, M. and Riddle, L. (2011), “Multinationals in the Middle East: challenges and opportunities”, Journal of World Business, Vol. 46 No. 4, pp. 406-10.
    • Narver, J. C. and Slater, S. F. (1990), “The effect of a market orientation on business profitability”. The Journal of Marketing, Vol. 54 No. 4, pp. 20-35.
    • North, D.C. (1990), Institutions, Institutional Change and Economic Performance, Cambridge University Press.
    • Okazaki, S. and Mueller, B. (2007), “Cross-cultural advertising research: where we have been and where we need to go”, International Marketing Review, Vol. 24 No. 5, pp. 499- 518.
    • Onyancha, O.B. (2011), “Research collaborations between South Africa and other countries, 1986-2005: an informetric analysis”, African Journal of Library, Archives & Information Science, Vol. 21 No. 2, pp. 99-112.
    • Oyedele, A., Minor, M.S. and Ghanem, S. (2009), “Signals of global advertising appeals in emerging markets”, International Marketing Review, Vol. 26 No. 4/5, pp. 521-41.
    • Pillania, R.K. (2009), “Multinationals and emerging markets”, Business Strategy Series, Vol. 10 No. 2, pp. 100-3.
    • Razzouk, N. and Al-Khatib, J. (1993), “The nature of television advertising in Saudi Arabia: content analysis and marketing implications”, Journal of International Consumer Marketing, Vol. 6 No. 2, pp. 65-90.
    • Royne Stafford, M. (2005), “International services advertising (ISA): defining the domain and reviewing the literature”, Journal of Advertising, Vol. 34 No. 1, pp. 65-86.
    • Ruscoe, J. (2008), “A new role for research in achieving prosperity in the Middle East”, Education, Business and Society: Contemporary Middle Eastern Issues, Vol. 1 No. 1, pp. 6-11.
    • Sakarya, S., Eckman, M. and Hyllegard, K.H. (2007), “Market selection for international expansion: assessing opportunities in emerging markets”, International Marketing Review, Vol. 24 No. 2, pp. 208-38.
    • Sawyerr, A. (2004), “African universities and the challenge of research capacity development”, Journal of Higher Education in Africa, Vol. 2 No. 1, pp. 211-40.
    • Shoham, A. (1996), “Marketing-mix standardization: determinants of export performance”, Journal of Global Marketing, Vol. 10 No. 2, pp. 53-73.
    • Shoham, A. (1998), “Export performance: a conceptualization and empirical assessment”, Journal of International Marketing, Vol. 6 No. 3, pp. 59-81.
    • Shoham, A., Rose, G. M. and Kropp, F. (2005), “Market orientation and performance: a meta-analysis”, Marketing Intelligence & Planning, Vol. 23 No. 5, pp. 435-54.
    • Souiden, N. (2002), “Segmenting the Arab markets on the basis of marketing stimuli”, International Marketing Review, Vol. 19 No. 6, pp. 611-36.
    • Speck, S.K. and Roy, A. (2008), “The interrelationships between television viewing, values and perceived well-being: a global perspective”, Journal of International Business Studies, Vol. 39 No. 7, pp. 1197-219.
    • Steenkamp, J.E.M. and Burgess, S.M. (2002), “Optimum stimulation level and exploratory consumer behavior in an emerging consumer market”, International Journal of Research in Marketing, Vol. 19 No. 2, pp. 131-50.
    • Story, V. M., Boso, N. and Cadogan, J. W. (2014), “The Form of Relationship between FirmLevel Product Innovativeness and New Product Performance in Developed and Emerging Markets”, Journal of Product Innovation Management.
    • Tesfom, G., Lutz, C. and Ghauri, P. (2004), “Comparing export marketing channels: developed versus developing countries”, International Marketing Review, Vol. 21 No. 4, pp. 409-22.
    • Touzani, M. and Moussa, S. (2010), “Ranking marketing journals using the search engine Google Scholar”, Marketing Education Review, Vol. 20 No. 3, pp. 229-47.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article