Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions

Constantine Katsikeas (Department of Marketing, Leeds University, Leeds, UK)
Leonidas Leonidou (Department of Public and Business Administration, University of Cyprus, Nicosia, Cyprus)
Athina Zeriti (Department of Marketing, University of East Anglia, Norwich, UK)

International Marketing Review

ISSN: 0265-1335

Publication date: 11 November 2019



The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects.


A conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies.


The authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy.


The originality and value of this conceptual study is reflected in the identification and discussion of factors comprising the organizing framework of an international marketing strategy using internet-enabled technologies and in the examination of fruitful avenues of future investigation as a result of the need to redesign international marketing strategies in a new digital era.



Katsikeas, C., Leonidou, L. and Zeriti, A. (2019), "Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions", International Marketing Review, Vol. 37 No. 3, pp. 405-424.

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