Chapter 15: Evolution of the export marketing literature through Cavusgil’s seminal writings
Just as a good painter must occasionally step back from the canvas to critically review what he/she has created and how to improve the brushwork, it is of great importance for scholars to reflect and be aware of what was, what is, and how it might evolve in their fields. Many fields of inquiry from which international business (IB) inquiry can trace its origins have a history of exploring different paradigms and methodologies, and their value in increasing our understanding of the phenomena studied (Söderquist and Toyne, 2008), for example, the literature in economics, sociology, management and marketing are replete with conversations regarding the conceptualizations, paradigms and methodologies they have used and are currently using (e.g. Hunt, 1983; Donaldson, 1985; Swedberg, 1990; Grant et al., 1998). It is also necessary for IB scholars to reflect and revisit our understanding of the phenomena and relationships explored by IB scholars and how these scholars use and value different methods of knowledge creation. As a prolific and prominent scholar, Professor S. Tamer Cavusgil has contributed some of the most widely used seminal pieces in the IB literature, particularly in the field of export marketing. He stands out as a most influential IB scholar as he has been a steady contributor to the literature with new research streams that inspired others with follow-up studies.
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