Table of contents - Special Issue: International marketing perspectives on digital platforms and their ecosystems
Guest Editors: Timo Mandler, Jun Luo, Natalia Yannopoulou, Jochen Wirtz
Platform success in the international marketplace: reconfiguring digital resources for marketing agility
Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang, Paul C.Y. LiuThis paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.
Digital marketing ecosystems and global market expansion: current state and future research agenda
Nandini Nim, Kiran Pedada, Kelly HewettThis article aims to provide greater clarity regarding the conceptualization and critical role of digital marketing ecosystems for the global expansion of multinational…
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework
Ankit Surana, Meena Chavan, Vikas Kumar, Francesco ChiricoThe aim of this paper is to explore the internationalization of digital platform firms, specifically to investigate the advantages digital platform firms build during the…
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets
Karen Amissah, David Sarpong, Derrick Boakye, David John CarringtonThe digital platform-based sharing economy has become ubiquitous all over the world. In this paper, we explore how market actors’ conflicting interpretations of digital platforms’…
Internationalisation through digital platforms: a systematic review and future research agenda
Chanjuan Gong, Xinming He, Jorge LenglerThis paper systematically reviews and scrutinises the current development of studies concerning digital platform use in firms’ internationalisation. It also provides a research…
Small firm internationalization using digital platforms: an assessment and future research directions
Angela Da Rocha, Luiza Neves da Fonseca, Clarice Secches KogutThis study investigates how the extant literature approached the issue of small firms’ international market entry enabled by digital platforms.
Antecedents and performance outcomes of exporters’ use of internet B2B platforms
Ruey Jer Bryan Jean, Daekwan Kim, John W. CadoganThis study aims to develop and test a framework of the antecedents to and performance outcomes of exporters’ use of different services offered by Internet-based…
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education
Lala Hu, Diana A. Filipescu, Albena PergelovaThe aim of this study is to understand how digital platforms and context-specific characteristics of China – such as swift guanxi – affect opportunities for small and medium…
Social media platforms use in startups’ international marketing strategies: a multiple case study
Mirko Olivieri, Ginevra TestaThis paper aims to investigate how social media support startups in accessing international markets and interacting with foreign customers and stakeholders, focusing primarily on…
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization
Hannah S. Lee, Göksel Yalcinkaya, David A. GriffithCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although…
Opportunities for self-preferencing in international online marketplaces
Lukas Jürgensmeier, Jan Bischoff, Bernd SkieraLarge digital platforms face intense scrutiny over self-preferencing, which involves a platform provider favoring its own offers over those of competitors. In online marketplaces…
Price transparency in international retailing on digital platforms
Kacy Kim, Yuhosua Ryoo, Srdan Zdravkovic, Sukki YoonIn the digital era, price transparency—the practice of disclosing cost breakdowns in product manufacturing—has become present on digital platforms. Although its benefits are…
ISSN:
0265-1335e-ISSN:
1758-6763ISSN-L:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan