International Marketing Review
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Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers
Denitsa Dineva, Jan Breitsohl, Holger Roschk, Masoumeh HosseinpourSince the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e…
Homefluencers' endorsement of millennial consumers' purchase intention in new normal
Mollika Ghosh, ABM Shahidul IslamThe purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be…
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions
Augusto Bargoni, Fauzia Jabeen, Gabriele Santoro, Alberto FerrarisFew studies have conceptualized how companies can build and nurture international dynamic marketing capabilities (IDMCs) by implementing growth hacking strategies. This…
Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets
Huda Khan, Ahmad Arslan, Lauri Haapanen, Peter Rodgers, Shlomo Yedidia TarbaApplying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in…
International servitization of SMEs in emerging markets: antecedents and boundary conditions
Nadia Zahoor, Michael Christofi, Arinze Christian NwobaProduct-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to…
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms
Abhishek Behl, Vijay Pereira, Nirma Jayawardena, Achint Nigam, Sachin ManglaThis study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability…
A longitudinal analysis of revenue management strategies and measures implemented in the hospitality industry during the COVID-19 crisis
Pilar Talón-Ballestero, Lydia González-Serrano, M. Dolores Flecha-Barrio, Alicia Orea-GinerThis research aims to answer two major research questions related to the COVID-19 crisis from a longitudinal approach: What is the revenue management (RM) role during the…
Can customization promote product innovation in the global B2B market? Evidence from export manufacturing firms from emerging markets
Aoran Hong, Xia Li, Yonggui Wang, Mengting ShiExport manufacturing firms from emerging markets can better meet customer needs by providing customization, which leads to competitive advantages. Although both practice…
Global retailers' CSR initiatives during COVID-19 crisis: a cross-cultural examination
Wasim Ahmad, Enrico Battisti, Naeem Akhtar, Muhammad Ishfaq Ahmad, Ramiz Ur RehmanThis study develops a conceptual framework to examine (1) whether global retailers' CSR actions in the form of in-kind charitable contribution affect consumers'…
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective
Domitilla Magni, Armando Papa, Veronica Scuotto, Manlio Del GiudiceA paucity of studies has used a microfoundation lens to examine servitization processes in internationalized knowledge-intensive business service (KIBS) companies. The…
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation
Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, Vijay Pereira, Kirti Sharma, Hussain Gulzar Rammal, Elisa ArrigoThis study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance…
Enhancing servitization by international consumer integration: the influence of open innovation and co-creation
Allam K. Abu Farha, Osama Sam Al-Kwifi, Georgia Sakka, Phuong V. Nguyen, Zafar U. AhmedResearch demonstrates that servitization can achieve competitive advantages for firms; however, many firms are unable to achieve their target values due to various…
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team
Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris VrontisThis study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of…
Enhancing international marketing capability and export performance of emerging market SMEs in crises: strategic flexibility and digital technologies
Nadia Zahoor, Yong Kyu LewThis study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and…
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities
David A. Griffith, Goksel YalcinkayaThe COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to…
Supply chains and ecosystems for servitization: a systematic review and future research agenda
Philip Davies, Yipeng Liu, Maggie Cooper, Yijun XingRecent research has recognised the importance of supply chains and ecosystems as key drivers of successful servitization strategies, especially in the context of…
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions
Arpita Agnihotri, Saurabh Bhattacharya, Natalia Yannopoulou, Alkis ThrassouThe article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of…
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis
Meletios I. Niros, Angelica Niros, Yannis Pollalis, Qing Shan DingThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by…
Being creative under the Covid-19 pandemic crisis: the role of effective inter-organizational relationship management
Leonidas C. Leonidou, Bilge Aykol, Thomas A. Fotiadis, Svetla Marinova, Paul ChristodoulidesAnchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective…
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19
Constantinos-Vasilios Priporas, Durga Vellore-NagarajanThis paper aims to determine new-normal uncertainty considerations stemming from the COVID-19 pandemic to consider within transaction-cost analysis for pharmaceuticals. It…
CSR communication and international marketing: Insights from the COVID-19 pandemic
Anna Farmaki, Elias Hadjielias, Hossein Olya, Babak Taheri, Maria Hadjielia DrotarovaThe purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019…
Managing disruptive external forces in international marketing
Insik Jeong, Ruey-Jer Bryan Jean, Daekwan Kim, Saeed SamieeDisruptive external forces can bring businesses to a standstill and make their strategic plans obsolete overnight. COVID-19 exemplifies such a disruptive force, which has…
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic
Huda KhanThis article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities…
When does export customer responsiveness strategy contribute to export market competitive advantage?
Dario Miocevic, Itzhak Gnizy, John W. CadoganThe purpose of this study is to explore the nature of the relationship between export customer responsiveness and export growth.
Applying reactance theory to study consumer responses to COVID restrictions: a note on model specification
Michela Matarazzo, Adamantios DiamantopoulosThe purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically…
Customer-centric strategy driving innovativeness and business growth in international markets
Sasu Tuominen, Helen Reijonen, Gábor Nagy, Andrea Buratti, Tommi LaukkanenThe motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation…
Understanding firm survival in a global crisis
Uday Salunkhe, Bharath Rajan, V. KumarGlobal crises create an environment that is characterized by a fight for survival by countries, companies and citizens. While firms have adopted business initiatives to…
How international marketers make decisions: exploring approaches to learning and using heuristics
Simone Guercini, Susan Maria FreemanThe paper addresses the following research question: how do decision-makers use heuristics in their international business (IB) environment? Whereas, the literature has…
Bringing culture into the picture: cross-cultural differences in online customer reviews
Jong Min Kim, Eunkyung Lee, Yeosun YoonPrior literature on online customer reviews (OCRs) suggests that individuals are socially influenced by information shared by others. Given that the online environment…
Owner CEO narcissism, international entrepreneurial orientation and post-entry speed of internationalization: an empirical study of exporting SMEs from China
Xiaoxuan Li, Yue Wang, Miles M. Yang, Yanzhao TangThis study explores the impact of owner chief executive officers' (CEO) narcissism on the exporting small to medium-sized enterprises' (SMEs) decision-making on the…
Employing machine learning for capturing COVID-19 consumer sentiments from six countries: a methodological illustration
Bodo B. Schlegelmilch, Kirti Sharma, Sambbhav GargThis paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan
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