A template for conducting qualitative sales research in the Middle East

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 (compounded growth rates of above 35% compared to between 2-5% respectively) (Ready et al., 2008). The growth in the developing world is fueled by factors such as liberal business climates, lower barriers to starting and conducting business, and emergence of strong local companies, among others. This growth has attracted attention of western companies looking to establish long-term presence in the developing world (Ghemawat & Hout,...

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