Guest editorial

George Balabanis (Cass Business School, City University, London, UK)
Marios Theodosiou (School of Economics and Management, University of Cyprus, Nicosia, Cyprus)
Evangelia S. Katsikea (Athens University of Economics and Business, Athens, Greece)

International Marketing Review

ISSN: 0265-1335

Publication date: 1 August 2004

Abstract

Export marketing research over the last four decades has covered a number of theoretical and practical issues such as standardisation and customisation, export development processes, barriers to exporting, export performance, etc. Rapid technological, institutional, legislative, economic and attitudinal changes across the globe pose challenges for the future development of export marketing research. The emergence of turbulent and hypercompetitive business environments calls for exporters to reconsider the bases and sustainability of their competitive advantage to overseas markets. In particular, future research should focus on the identification of the right export marketing capabilities that firms should develop or acquire, the ability to leverage or transfer them across markets, and the ability to constantly upgrade them using proper organisational learning routines. Of critical importance are the processes used to develop capability‐based strategies and to manage relationships with international customers. This double issue comprises ten articles that deal with some of the main challenges posed to export marketing.

Keywords

Citation

George Balabanis, Marios Theodosiou and Evangelia S. Katsikea (2004) "Guest editorial", International Marketing Review, Vol. 21 No. 4/5, pp. 353-377

Download as .RIS

DOI

: https://doi.org/10.1108/02651330410547081

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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