The Internationalization of German Marketing Science

Abstract

In the 1970s, marketing science in Germany was limited to the German-speaking world. My early appeal to publish in English and to change the language of German journals to English met with strong opposition from established professors. Today, 40 years later, a considerable number of German-speaking marketing scientists belong to the international top group in the Hirsch-index ranking. German journals are now publishing in English, but the transition came late, and it will be difficult to acquire A-journal status. In terms of inbound internationalization a lot remains to be done.