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(e.g., Onkvisit and Shaw 1988), but discussion of secondary effects is notably absent.
Scholarly interest in national boundaries has been strong during times of great boundary change (around WWI and WWII, for example) and weak at other times (Minghi 1969). If this pattern holds, recent changes in boundaries throughout the world promise a renewed interest in the topic. Because, as I argue, national boundaries affect marketing issues in many ways, marketing scholars have an opportunity to be significant contributors in the renewed debate on the theory and economic implications of national boundaries.
In this spirit, my purpose is to investigate the strategic marketing implications of secondary effects of land boundaries. The following sections (1) motivate the study by discussing the significance of secondary boundary effects for marketing studies, (2) develop a general theoretical model and propositions of secondary boundary effects, (3) explore some strategic marketing implications of this model, and (4) set out a research agenda.
Before proceeding, a brief word on terminology is necessary. Although common usage falls to differentiate frontier, border, and boundary clearly, the following distinctions are made in the literature: Boundary refers to a line, frontier an ill-defined region associated with expansion into unmapped territory, and border the zone surrounding a boundary line. Although the terms border, borderland, border zone, border region, border area, and transfrontier region are used interchangeably in the literature, I use the term border zone (except when quoting others) here. Secondary boundary effects occur in the border zone. Reflecting this, Hansen (1977,p. 2) defines border zones as "subnational areas whose economic life is directly and significantly affected by proximity to an international [boundary]." Closely related to boundaries and borders, peripheries are impermeable or closed boundaries (Strassoldo 1981).
The Significance of Secondary Boundary Effects for Marketing Studies
A Model of Secondary Boundary Effects
International Boundaries, Border Zones, and Marketing Strategy
Government Policy and Border Zone Economies
Directions for Research and Conclusions
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