Welcome to the home page of the international research project ‘Marketing in the 21st Century’ or ‘MC21’ for short. The project was born out of mutually interest by a group of marketing scholars in the identification of marketing resources (in particular marketing capabilities and marketing assets) and their impact on marketing performance. Pilot studies in the UK and Austria then quickly escalated to fieldwork in over 15 countries round the world, enabling a unique snap-shot to be taken of marketing approaches and methods at the start of the 21st Century.