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This paper has two overall goals. The first is to serve as a broad overview of the literature on the subject theme, with three main objectives in mind: to highlight the complexities of international market selection or segmentation as a field of study and as a strategic decision by international firms; to explore the various ways and perspectives from which this area has been studied; and to suggest areas for future research by drawing on the preceding discussion. The second goal of the paper is to act as an introduction to the IMR special issue on the title theme, by outlining the special issue's objectives and the contributions to it.

Drawing on the relevant literatures, the paper begins by outlining the factors that make the field complex in both theoretical and applied terms, moves to consider the research streams that comprise its main components, and concludes by drawing conclusions and implications for future research.

A large part of the complexity characterizing this field arises from the fact that it is closely intertwined with the broader area of internationalization and a number of other decisions related to it, such as the “go/no‐go” decision and the firm's choice of mode of entry. From the research perspective, theory development has been impeded by a high degree of fragmentation, which has resulted in various different streams studying the same general issues from widely different perspectives.

The paper identifies a large number of directions for potential future research, not the least of which is the need for integrative research that addresses the fragmentation identified in the study.

Although this is primarily a theoretical paper directed at researchers, practitioners can gain useful insights from it by examining the various factors that have a bearing on their internationalization decisions.

The objectives of the main part of the paper will have been met if it succeeds in stimulating interest in further research and discussion on the core issues. The second part summarizes the contributions to the special issue and draws attention to the main message that each aims to convey.

This study examines consumer brand associations, focusing on the differences between association held for western brands and eastern brands by young Singaporeans under the country‐of‐origin umbrella. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and results indicate CET had no effect on brand preference or purchase intention.

This paper examines the effect of national culture on the process of innovation and research and development activities in the subsidiaries of multinational companies. For this purpose, we use a sample of 222 subsidiaries for five European countries. The paper has drawn up two important findings. Firstly, cultural dimensions such as individualism, masculinity, power distance and uncertainty avoidance influence research and development activities of the subsidiaries. Secondly, the type of management model, defined according to the location of the parent company, influence the organization of the research and development activities.