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A successful way of circumventing this imprecision is by approaching the data in a scientific manner, and replicating it under a range of varied conditions. If in this instance a pattern is found to occur it can be formally represented, giving it a ‘law-like’ property, with accurate predictive abilities (Uncles, 2004). These patterns or relationships are called Empirical Generalization’s (EG’s) and can be used by marketing managers to construct theories regarding buyer behavior (Uncles, 2004), which as a result can be practically applied to improve marketing strategies and actions. EG’s have several definitive characteristics including replicability, scope and the existence of boundaries (Uncles, 2004)( Ehrenberg, 1994)...
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Common topics in this essay:
- “When International Buyers and Sellers Disagree”
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