International Marketing Review
Issue(s) available: 221 – From Volume: 1 Issue: 1, to Volume: 40 Issue: 7
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Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms
Md Imtiaz Mostafiz, Farhad Uddin Ahmed, Fahad Ibrahim, Shlomo Yedidia TarbaThis study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors…
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals
Shaofeng Yuan, Jinping Li, Ying GaoThis study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline…
International dynamic marketing capabilities and international performance during the pandemic: a study of export manufacturers from Poland
Mariola Ciszewska-Mlinarič, Dariusz Siemieniako, Piotr WójcikThis paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing…
How does cultural tightness-looseness affect attitudes toward a local vs foreign brand transgression?
Jiaye Ge, Myung-Soo Jo, Emine SarigolluThis study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's…
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective
Mojtaba Barari, Mitchell Ross, Sara Thaichon, Jiraporn SurachartkumtonkunRecent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the…
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach
Lourdes Rivero-Gutierrez, Pablo Cabanelas, Francisco Diez-Martin, Alicia Blanco-GonzalezForeign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities (DMCs) should be adjusted. This paper aims to understand how…
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities
Gregor Pfajfar, Maciej Mitręga, Aviv ShohamThis study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of…
When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic
Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan, Rossella SorioBuilding on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the…
The link between advanced servitization, global distribution channels and the longitudinal performance of sales in international markets
Waleed Shleha, Yancy Vaillant, Jonathan Calleja-BlancoThe research presented in this paper has been conducted to understand the impact of advanced-servitized-products on the longitudinal sales performance of manufacturing companies…
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic
Sheshadri Chatterjee, Ranjan Chaudhuri, Alkis Thrassou, Demetris VrontisThe research empirically examines the role of artificial intelligence (AI) integrated with social customer relationship management (SCRM) in multinational enterprises (MNEs…
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs
Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris VrontisThis study examines the significance of the hybrid offerings of servitization by manufacturing small and medium-sized enterprises (SMEs). This study also examines why and how…
Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective
C. Min Han, Hyojin Nam, Danielle SwanepoelThe study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how…
A comparative study on the strategic roles of service customer equity and innovation protection on firm performance
Arifin Angriawan, Ramendra Thakur, David BakerThe purpose of this study is to understand the strategic roles of service customer equity (SCE) and innovation protection on firm performance (FP).
The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic
Lee Heng Wei, Ong Chuan Huat, Ramayah ThurasamyThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE…
Political ties in emerging markets: a systematic review and research agenda
Ahmed Adel Tantawy, Joseph Amankwah-Amoah, Pushyarag PuthusserryThis paper identifies the development of and gaps in knowledge in various management disciplines, including international marketing in relation to political ties in emerging…
The influence of self-construal on consumer responses to sizing discrepancy
Hyeyoon Jung, Peter Magnusson, Yi PengThis study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors…
Managers’ process thinking skills, dynamic capabilities and performance in export ventures
Merve Vardarsuyu, Stavroula Spyropoulou, Bulent Menguc, Constantine S. KatsikeasThe purpose of this study is to unfold the role of managerial characteristics in developing the dynamic capabilities necessary to serve foreign customers and compete in export…
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 impacted in…
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' attribution of CSR…
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 research…
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 paper…
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. consumers…
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 both…
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 their…
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 and…
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 and…
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 macroenvironmental…
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 (SIP…
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 challenges…
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 marketing…
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 medium-sized…
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 understand the…
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 evaluate the…
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 COVID-19. The…
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 handling of…
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 also…
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 (COVID-19…
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 caused…
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 about…
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, which, in…
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 ensure…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan
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