Abstract:

This treatise concerns the trending European-United States research environment and the inherent opportunity to internationalize marketing research practices. The first half addresses key factors drawing Europe and the United States closer together in the way people live and think. Undercurrent to this description is that our respective cultures are merging in a deceiving way because progress is sometimes discontinuous with notable departures. In response, our options are viewed basically as two: reactive or proactive. The reactive option is rejected because it is a status quo response to a dynamically-changing marketing research environment. Therefore, the second half of the treatise describes specific directives for both U.S. and European researchers to consider in order to assume a proactive approach to internationalising marketing research.