A template for conducting qualitative sales research in the Middle East
Avinash Malshe and Jamal Al-Khatib
Potential challenges in conducting international sales research, coupled with the lack of systematic guidance currently prevent western sales scholars from conducting research in emerging market contexts.
Introduction and purpose of the study
The global marketplace has undergone substantial changes over the past two decades. Specifically, emerging markets in Asia and Africa have been growing exponentially compared to their developed country counterparts...