A Taxonomy of Parametric and Operational Approaches in International Marketing

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Abstract
This article identifies two categories of approaches to international marketing, those that are related to the content (parametric approaches) and those that refer to the process (operational approaches). Parametric approaches are concerned with effectiveness issues, while operational approaches address the efficiency of one's research. Parametric approaches can be distinguished by their relationship to spatial or categorical experience. In contrast, operational approaches focus on the efficiency of the technique to be applied; these approaches include the goal-directed, relevance, cognitive, quantitative, logical, synthetic, and linguistic concerns of the academic. The taxonomy provided is intended as a first step toward developing a mechanism for evaluating the effectiveness and efficiency of alternate approaches to understanding international marketing.

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