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Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Drawing on the resource-based view, the purpose of this paper is to focus on the influence of relational capability and marketing capabilities on export performance. The study also examines the interaction effects of relational capability on the marketing capabilities – export performance relationships.

A stratified random sample of 1,047 exporting firms was approached. Survey data were collected from 333 Vietnamese exporting firms and analysed using hierarchical moderated regression.

The results reveal that a firm’s relational capability not only strengthens the efficiency of the export pricing capability – performance, marketing intelligence capability – performance, and marketing communication capability – performance relationships, but is also the strongest predictor of export performance amongst those capabilities identified. Whilst engagement in market intelligence, product development, price setting and promotional activities have a positive payoff, the findings confirm that there is less need for exporters to engage in after-sales service and distribution capabilities.

The study introduces the notion of relational capability alongside export marketing capabilities as predictors of export performance. The authors also examine the moderating influence of relational capability on the link between export marketing capabilities and export performance. By focusing on Vietnam, the study provides fresh insights surrounding the development pathway for firms in emerging markets.

The realities of economic life have forced most export-capable firms to “go global” because they will either “export or die” (Czinkota, Ronkainen, Moffett, & Moynihan, 2001). Exporting is the very first step of internationalization for many firms (Johanson & Vahlne, 1977; Cavusgil & Nevin, 1981) and most small businesses (Osborne, 1996). It continues to be an important mode of internationalization for firms (Charles & Beamish, 2003) and management research on export development has become “one of the most pioneering, established and mature streams of the export literature” (Leonidou & Katsikeas, 1996).

Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to be rather peculiar compared to exporting firms based in developed countries. In this sense, it is therefore incumbent to synthesize the stream of research on international marketing strategy with a particular focus on emerging-market exporting firms. Accordingly, the main purpose of this study is to critically assess the related empirical body of research, and to build a conceptual framework for further development by drawing on the knowledge gaps identified.

To serve the research objective, this study adopts a systematic literature review methodology. In this sense, 51 articles were content-analyzed as to theoretical underpinnings, scope of research, research methodology, and empirical issues; and a comprehensive conceptual framework and research propositions were developed.

The findings of this review delineate that the pertinent literature is characterized by some contextual, methodological, and empirical weaknesses. In a nutshell, although the last decades have witnessed a burgeoning interest; the pertinent literature is still at the introductory stage and needs additional improvement.

By addressing the research gap concerning the requirement to synthesize and compile the empirical line of research on international marketing strategy of emerging-market exporting firms, this review study provides novel and valuable insights into the existing knowledge on the subject.

The purpose of this study is to examine predicted business-to-business (B2B) marketing capabilities for the next three to five years by companies in advanced, emerging and developing economies.

The authors identify the prevalent marketing capabilities in industrial companies operating in an advanced economy (USA), two emerging economies (Chile and Peru) and one developing economy (Bolivia), consolidating the themes in firms’ orientations. The study offers a taxonomy of the marketing role in different stages as per country development.

Qualitative approach based on grounded theory.

This manuscript contributes to the understanding of B2B marketing across different levels of market development. The authors offer theoretical and practical implications regarding the paradigms reigning the role of marketing. The coding scheme emerging from the data illustrates how companies and markets evolve in a two-way interaction.

Discourses on emerging markets have gained momentum in the literature as companies in slow‐growing developed economies are intensifying their entrepreneurship and search for new growth opportunities in emerging economies. Emerging markets are countries that are restructuring their economies along market‐oriented lines and offer a wealth of opportunities in trade, technology transfers and foreign direct investment (FDI). They serve as regional economic powerhouse, reminiscent of transitional societies undertaking political and economic reform, fast growing outward‐oriented economies with efficient production for the domestic and export markets, political economy oriented towards entrepreneurship and free enterprise, market transparency, among others. After decades of economic turmoil, many African countries have started to make steady progress towards creating market‐enabling institution. Based on a synthesis from the literature and using Nigeria as a context, this review paper argues that Nigeria has fallen short of most of the fundamental characteristics necessary to transition to an emerging economy categorization. This means that Nigeria is weakly adapted to the changed view of market‐led development. Although the country is considered a regional economic powerhouse, she is only listed as a “Frontier country” because of weak critical institutional characteristics, more evident in areas such as infrastructural development; privatization of state owned enterprises (SOEs); outward orientation; political and economic reforms and market transparency. The paper concludes, by arguing that for Nigeria to ascend a higher grade in the emerging market taxonomy, some important institutional refinements are necessary. These include: macro‐economic reform and development to drive exports; improved infrastructure, especially power supply; serious political reforms to ensure credible political leadership; and disciplined and ethical revolution to ensure credible corporate governance in both the private and public sectors of the economy.

The purpose of this paper is to provide an overview of theoretical models and studies dealing with the international marketing strategies in emerging markets and provides recommendations for future research based on the review.

A review of literature on the topic was conducted and a new model is developed as a theoretical extension on the basis of insights from prior research.

Organizations need to take into account several characteristics of consumers and markets in advance as part of their business plan to select appropriate emerging markets, and decide best possible entry modes.

To the best of authors’ knowledge, there is no comprehensive review article on this subject, which provides directions for future research. The authors fill this gap in the literature and suggest strategies with regard to market selection, entry modes, market adaptation, customer relationship development with a new four-dimensional model.

This study aims to examine the nature of business‐to‐business marketing practices in two West African nations, Ghana and Ivory Coast, and compare them with marketing practices in another emerging market economy (Argentina) and a developed economy (the USA).

Survey data were collected in both West African nations, Argentina and the USA, using a standard survey instrument used in previous contemporary marketing practice (CMP) studies. Descriptive statistics were used to determine cross‐national differences in intensity of use of various CMP activities in Ghana and the Ivory Coast in comparison with Argentina and the USA. Then, cross‐national differences in various combinations of marketing practices were identified using cluster analysis.

Business‐to‐business marketing practices in West African nations conform with the CMP framework in that firms practise both transactional marketing and relationship marketing simultaneously. However, there are differences in the intensity and scope of business‐to‐business marketing practices in Ghana and the Ivory Coast in comparison with Argentina and the USA. While West African business‐to‐business firms emphasize traditional transactional marketing with some network marketing components, Argentine firms have a greater emphasis on pluralistic marketing and interaction marketing. By contrast, US firms practise pluralistic marketing (transactional, database, interaction, and networking) with some transactional marketing activities. In addition, West African business‐to‐business firms are similar to Argentine firms in that a proportion of firms practise marketing at a low level of intensity and rarely use database marketing. These differences are attributable to the nature of market conditions in West Africa.

The CMP results generalize to West African nations. However, a direct correspondence is unlikely because of the dominance of transactional marketing practice among West African firms. Further research needs to investigate a broader set of institutional environments in order to provide a clear link between CMP and environmental conditions in emerging African markets.

Managers can determine the appropriateness of international benchmarks for West African market conditions.

Linking CMP to market conditions in the paper provides an extension to the validity of the CMP framework.

This paper aims to explore the moderating role of materialism in the relationship between country image and product preference with particular reference to emerging economies.

Young consumers from a UK university were surveyed on their intention to buy three categories of products from six countries.

The findings show that the moderating role of materialism in the relationship between country image and product preference is contingent upon the type of product. Specifically, the results show that the effect of materialism as a negative moderator is very pronounced for high value products from emerging economies and less pronounced for low value products from emerging economies.

The findings highlight the role of materialism in purchasing behaviour and buyers' perceptions towards goods from emerging economies.

The findings show that materialism among consumers could be a major stumbling block for multinationals from emerging economies to enter markets in developed countries. The results suggest that multinationals from emerging economies should under‐emphasize the country of origin when marketing to young consumers high in materialism.

This is the first paper that examines the moderating effects of materialism in the relationship between country image and product preference on products from emerging economies.