What Areas of Research are Most Likely to be Important/Useful for ANZ Researchers to Pursue?

Abstract

This paper compares Australia and New Zealand academic marketing publications with those of the two regions that dominate in terms of research productivity - North America and Europe. Comparisons, based on the two-year period 1998-1999, are made in terms of major journals in each region and also the origin of the author. Additionally, ANZMAC conference publications were examined. Important differences are identified. In addition questions are raised as to our future - whether to adopt a “mix it” approach, researching areas that are similarly pursued in North America or Europe or whether to take advantage of unique characteristics of our region and develop expertise on a particular theme.