International Marketing Review: Volume 41 Issue 5

Guest editorial: International marketing perspectives on digital platforms and their ecosystems

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. Liu

This 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 Hewett

This 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 Chirico

The 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 Carrington

The 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 Lengler

This 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 Kogut

This 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. Cadogan

This 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 Pergelova

The 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 Testa

This 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. Griffith

Cross-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 Skiera

Large 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 Yoon

In the digital era, price transparency—the practice of disclosing cost breakdowns in product manufacturing—has become present on digital platforms. Although its benefits are…