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This study examines the conceptual domain of international marketing following substantial growth in its development. With the objective to investigate recent patterns and development in the literature this study evaluates 1,816 research articles on international marketing published between 1990 and 2012. The classification of conceptual domain has yielded 57 configurational contents under seven prime research streams. Simple meta-analysis on international marketing literature created a clear depiction of attention of contributors toward research streams and the number of contributors, and worthy sources of literature. Several directions for advancement of knowledge in international marketing, identified fields, and their implications for future research are discussed.

In examining the issues relating to global marketing strategy, scholars have primarily focused on marketing opportunities in the developed world. Recently, rapid rates of growth in emerging market countries have resulted in a growing interest in the market potential of these countries. Developing a global marketing strategy to target these diverse types of markets suggests the need to develop divergent strategies for different types of markets rather than focusing on integrating strategies across markets. To date, however, little is known about how to achieve this effectively. This paper briefly reviews past approaches to these issues and then indicates critical topics for future research.

It is a great honor to be selected as a marketing legend, and 117 of my refereed journal articles are published in nine volumes by Sage India as part of the Legend series. In this chapter, I discuss my preparation for an academic career and the trajectory my research has followed. I reflect on my research contributions to marketing by selectively summarizing the key contributions in each of the nine volumes and draw out some lessons and principles I have learned in the process.

In this chapter we analyze the role of financial factors in the undertaking of cross-border acquisitions. We discuss financial firm-specific advantages as drivers of these acquisitions as well as the role of the development of the home financial market in exploiting these advantages. Based on a sample of 1,447 European firms' cross-border acquisitions amounting to a total of 566 acquisitions spanning from 0 to 18 for individual firms, we find strong evidence in favor of a cost-of-equity effect on the occurrence of FDI, whereas the stand-alone effect of debt costs is indeterminate. However, allowing firm-specific financial characteristics to be conditioned by home-country financial development, both equity costs and debt costs are found highly significant explanatory factors for cross-border acquisitions undertaken by the sample firms.

The existence of parallel imports (PI) raises a number of interesting policy and strategic questions, which are the subject of this survey article. For example, parallel trade is essentially arbitrage within policy-integrated markets of IPR-protected goods, which may have different prices across countries. Thus, we analyze fully two types of price differences that give rise to such arbitrage. First is simple retail-level trade in horizontal markets because consumer prices may differ. Second is the deeper, and more strategic, issue of vertical pricing within the common distribution organization of an original manufacturer selling its goods through wholesale distributors in different markets. This vertical price control problem presents the IPR-holding firm a menu of strategic choices regarding how to compete with PI. Another strategic question is how the existence of PI might affect incentives of IPR holders to invest in research and development (R&D). The global research-based pharmaceutical firms, for example, strongly oppose any relaxation of restrictions against PI of drugs into the United States, arguing that the potential reduction in profits would diminish their ability to innovate. There is a close linkage here with price controls for medicines, which are a key component of national health policies but can give rise to arbitrage through PI. We also discuss the complex economic relationships between PI and other forms of competition policy, or attempts to limit the abuse of market power offered by patents and copyrights. Finally, we review the emerging literature on how policies governing PI may affect international trade agreements.

We aim to understand what happens when larger social and cultural myths become the incarnate understanding of consumers within the firm. This paper uncovers the varied myths at play in one Finnish company’s status as an inadvertent cultural icon.

Through a qualitative inquiry of Finland’s largest dairy producer and by employing the theoretical lens of myth, we conceptualize the entanglement of broad cultural, social, and organizational myths within the organization.

Macro-mythic structures merge with everyday employee practice giving consumer understanding flesh within the firm (Hallet, 2010). Mythological thinking leaves organizational members inevitably bound up in a form of consumer knowing that is un-reflective and inadvertently effects brand marketing management.

Working through a nuanced typology of myth (Tillotson & Martin, 2014) provided a deeper understanding of how managers may become increasingly un-reflexive in their marketing activities. This case also provides a cautionary tale for heterogeneous communities where ideological conflict underscores development and adoption of contemporary myths.

Deviations from efficiency widely documented for the case of developed capital markets include the presence of seasonal patterns. These anomalies, fairly well known by investors, could possibly lead to obtaining extraordinary gains. Although markets from the developing and transitional economies have grown significantly during the last decades, research concerning their seasonal behavior is limited. This paper examines the day-of-the week and month-of-the year effect for the seven Latin American stock exchanges: Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Venezuela. Returns derived from the local nominal indexes, adjusted for inflation indexes, and dollar adjusted indexes are analyzed to identify the behavior of each exchange and draw some comparisons.

Customer experience (CX) has become a major concern of business managers around the world and is considered a determinant factor of continuing corporate success. Despite the growing number of research studies focusing on the topic, knowledge remains underexamined in general, and specifically in terms of online users. Understanding how online platforms inspire travel experience is increasingly pertinent as visual contents acquire insignificance. This is especially relevant when travel is restricted such as during the COVID-19 outbreak. Nevertheless, there is a gap in the literature research on online CX in online visitor attractions. The study aimed to investigate the visitors' reviews of online visits during the lockdown. The research has followed the Netnography approach as modern qualitative research to understand the online CX of visiting virtually the attractions.

The results revealed three dimensions of cyber-tourist experiences related to the tourism-driven with its four subdimensions, the emotional reaction and expectation, and satisfaction and behavior intentions. The study adds to the better knowledge of the modern research methods dealing with the cyber-customer experience (CCX) by examining the Netnography method.

This research is a pioneering attempt to mitigate the impact of COVID-19 on tourists' experience and to highlight the opportunities for tourism practitioners to profit from the online presence, to be more accessible, and to increase their traffic to guaranty their online visibility.