Subjects -> BUSINESS AND ECONOMICS (Total: 3530 journals)
    - ACCOUNTING (132 journals)
    - BANKING AND FINANCE (306 journals)
    - BUSINESS AND ECONOMICS (1229 journals)
    - CONSUMER EDUCATION AND PROTECTION (20 journals)
    - COOPERATIVES (4 journals)
    - ECONOMIC SCIENCES: GENERAL (201 journals)
    - ECONOMIC SYSTEMS, THEORIES AND HISTORY (235 journals)
    - FASHION AND CONSUMER TRENDS (20 journals)
    - HUMAN RESOURCES (103 journals)
    - INSURANCE (26 journals)
    - INTERNATIONAL COMMERCE (145 journals)
    - INTERNATIONAL DEVELOPMENT AND AID (103 journals)
    - INVESTMENTS (22 journals)
    - LABOR AND INDUSTRIAL RELATIONS (61 journals)
    - MACROECONOMICS (17 journals)
    - MANAGEMENT (595 journals)
    - MARKETING AND PURCHASING (106 journals)
    - MICROECONOMICS (23 journals)
    - PRODUCTION OF GOODS AND SERVICES (143 journals)
    - PUBLIC FINANCE, TAXATION (37 journals)
    - TRADE AND INDUSTRIAL DIRECTORIES (2 journals)

INTERNATIONAL COMMERCE (145 journals)                     

Showing 1 - 136 of 136 Journals sorted by number of followers
Journal of Monetary Economics     Hybrid Journal   (Followers: 96)
Information Technologies & International Development     Open Access   (Followers: 82)
International Economic Review     Hybrid Journal   (Followers: 61)
International Labour Review     Partially Free   (Followers: 60)
Journal of International Business Studies     Hybrid Journal   (Followers: 48)
IMF Economic Review     Hybrid Journal   (Followers: 44)
Review of International Political Economy     Hybrid Journal   (Followers: 40)
Journal of International Money and Finance     Hybrid Journal   (Followers: 38)
Journal of International Economics     Hybrid Journal   (Followers: 38)
International Review of Social History     Full-text available via subscription   (Followers: 33)
Journal of International Development     Hybrid Journal   (Followers: 32)
International Review of Economics & Finance     Hybrid Journal   (Followers: 28)
International Review of Law and Economics     Hybrid Journal   (Followers: 27)
International Finance     Hybrid Journal   (Followers: 26)
PharmacoEconomics     Full-text available via subscription   (Followers: 26)
Journal of International Marketing     Full-text available via subscription   (Followers: 24)
Quarterly Journal of Political Science     Full-text available via subscription   (Followers: 19)
Journal of International Financial Markets, Institutions and Money     Hybrid Journal   (Followers: 19)
International Journal of Applied Behavioral Economics     Full-text available via subscription   (Followers: 19)
Journal of World Trade     Full-text available via subscription   (Followers: 19)
Human Resource Development International     Hybrid Journal   (Followers: 19)
Journal of International Trade Law and Policy     Hybrid Journal   (Followers: 19)
Career Development International     Hybrid Journal   (Followers: 18)
Human Resource Management International Digest     Hybrid Journal   (Followers: 18)
European Business Law Review     Full-text available via subscription   (Followers: 17)
African Journal of Economic and Sustainable Development     Hybrid Journal   (Followers: 17)
Journal of Contemporary European Research     Open Access   (Followers: 16)
Studies in Comparative International Development     Hybrid Journal   (Followers: 16)
International Labor and Working-Class History     Full-text available via subscription   (Followers: 15)
International Environmental Agreements: Politics, Law and Economics     Hybrid Journal   (Followers: 14)
Review of International Economics     Hybrid Journal   (Followers: 14)
International Marketing Review     Hybrid Journal   (Followers: 13)
Journal of International Trade & Economic Development: An International and Comparative Review     Hybrid Journal   (Followers: 12)
Advances in Accounting     Hybrid Journal   (Followers: 11)
International Small Business Journal     Hybrid Journal   (Followers: 11)
European Company Law     Full-text available via subscription   (Followers: 11)
Journal of International Entrepreneurship     Hybrid Journal   (Followers: 10)
International Review of Financial Analysis     Hybrid Journal   (Followers: 9)
International Business Review     Hybrid Journal   (Followers: 9)
World Competition     Full-text available via subscription   (Followers: 9)
Journal of the Association for Consumer Research     Full-text available via subscription   (Followers: 9)
International Review of Finance     Hybrid Journal   (Followers: 9)
Journal of International Consumer Marketing     Hybrid Journal   (Followers: 9)
International Studies of Management and Organization     Full-text available via subscription   (Followers: 9)
International Economic Journal     Hybrid Journal   (Followers: 8)
International Public Management Journal     Hybrid Journal   (Followers: 8)
Journal for International Business and Entrepreneurship Development     Hybrid Journal   (Followers: 8)
International Entrepreneurship and Management Journal     Hybrid Journal   (Followers: 8)
World Trade and Arbitration Materials     Full-text available via subscription   (Followers: 8)
Information Resources Management Journal     Full-text available via subscription   (Followers: 8)
Antitrust Bulletin     Hybrid Journal   (Followers: 8)
International Economics and Economic Policy     Hybrid Journal   (Followers: 7)
Competition and Regulation in Network Industries     Full-text available via subscription   (Followers: 7)
Emerging Markets Finance and Trade     Hybrid Journal   (Followers: 7)
Management International Review     Hybrid Journal   (Followers: 7)
International Advances in Economic Research     Hybrid Journal   (Followers: 6)
International Review of Applied Economics     Hybrid Journal   (Followers: 6)
Global Trade and Customs Journal     Full-text available via subscription   (Followers: 6)
South African Journal of International Affairs     Hybrid Journal   (Followers: 6)
TDM Transnational Dispute Management Journal     Full-text available via subscription   (Followers: 5)
Journal of International Management     Hybrid Journal   (Followers: 5)
EC Tax Review     Full-text available via subscription   (Followers: 5)
Journal of International Accounting, Auditing and Taxation     Hybrid Journal   (Followers: 5)
Intertax     Full-text available via subscription   (Followers: 4)
Journal of Chinese Human Resource Management     Hybrid Journal   (Followers: 4)
IN VIVO     Full-text available via subscription   (Followers: 4)
International Review of Economics     Hybrid Journal   (Followers: 4)
Journal of Revenue and Pricing Management     Hybrid Journal   (Followers: 4)
Journal of the Japanese and International Economies     Hybrid Journal   (Followers: 4)
Journal of International Financial Management & Accounting     Hybrid Journal   (Followers: 4)
International Insolvency Review     Hybrid Journal   (Followers: 4)
International Review of Retail, Distribution and Consumer Research     Hybrid Journal   (Followers: 3)
Monthly Statistics of International Trade - Statistiques mensuelles du commerce international     Full-text available via subscription   (Followers: 3)
Revue Internationale du Travail     Full-text available via subscription   (Followers: 3)
International Review on Public and Nonprofit Marketing     Hybrid Journal   (Followers: 3)
Syracuse Journal of International Law and Commerce     Open Access   (Followers: 3)
Management international / International Management / Gestiòn Internacional     Full-text available via subscription   (Followers: 3)
Digital Finance : Smart Data Analytics, Investment Innovation, and Financial Technology     Hybrid Journal   (Followers: 3)
World Food Policy     Hybrid Journal   (Followers: 3)
Foreign Trade Review     Hybrid Journal   (Followers: 3)
International Economics     Hybrid Journal   (Followers: 3)
European Journal of International Management     Hybrid Journal   (Followers: 3)
International Transactions In Operational Research     Hybrid Journal   (Followers: 2)
Asian Journal of Shipping and Logistics     Open Access   (Followers: 2)
China Business Review     Full-text available via subscription   (Followers: 2)
Journal of International Food & Agribusiness Marketing     Hybrid Journal   (Followers: 2)
Qualitative Research in Financial Markets     Hybrid Journal   (Followers: 2)
International Trade Journal : Western Hemispheric Studies     Hybrid Journal   (Followers: 2)
Journal of Chinese Economic and Foreign Trade Studies     Hybrid Journal   (Followers: 2)
MEED Middle East Economic Digest     Full-text available via subscription   (Followers: 1)
Global Summitry     Hybrid Journal   (Followers: 1)
International Journal of Export Marketing     Hybrid Journal   (Followers: 1)
Journal of Economics and International Finance     Open Access   (Followers: 1)
Estudos Internacionais : revista de relações internacionais da PUC Minas     Open Access   (Followers: 1)
Journal of Korea Trade     Full-text available via subscription   (Followers: 1)
Critical Perspectives on International Business     Hybrid Journal   (Followers: 1)
Acta Economica Et Turistica     Open Access   (Followers: 1)
Amnis     Open Access   (Followers: 1)
L'Année du Maghreb     Open Access   (Followers: 1)
International Commerce Review     Hybrid Journal   (Followers: 1)
Global & Strategis     Open Access   (Followers: 1)
Botswana Journal of Economics     Open Access   (Followers: 1)
Revue internationale P.M.E. : économie et gestion de la petite et moyenne entreprise     Full-text available via subscription   (Followers: 1)
Journal of Antitrust Enforcement     Hybrid Journal   (Followers: 1)
Economics Research International     Open Access   (Followers: 1)
Japanese Political Economy     Full-text available via subscription   (Followers: 1)
International Journal of Asian Business and Information Management     Full-text available via subscription   (Followers: 1)
Economic Journal of Emerging Markets     Open Access   (Followers: 1)
Asia and the Global Economy     Open Access  
China Economic Quarterly International     Open Access  
World Oil Trade     Hybrid Journal  
Regional Formation and Development Studies     Open Access  
Journal of Reviews on Global Economics     Open Access  
Journal of International Business Policy     Hybrid Journal  
East Asian Community Review     Hybrid Journal  
Ekonomia Międzynarodowa     Open Access  
Jurnal Ilmu Ekonomi Terapan     Open Access  
Jurnal Hubungan Internasional     Open Access  
Journal of Advanced Research in Economics and International Business     Full-text available via subscription  
Proceedings of the International Conference on Business Excellence     Open Access  
Journal of Accounting and Finance in Emerging Economies     Open Access  
International Journal of Governance and Financial Intermediation     Hybrid Journal  
South American Development Society Journal     Open Access  
Revista Multiface Online     Open Access  
Revue internationale de l'économie sociale     Full-text available via subscription  
Expert Journal of Business and Management     Open Access  
Transnational Corporations Review     Hybrid Journal  
Research World     Hybrid Journal  
Crossroads     Hybrid Journal  
Relações Internacionais (R:I)     Open Access  
Revista Brasileira de Gestão de Negócios     Open Access  
Journal of Theoretical and Applied Electronic Commerce Research     Open Access  
International Journal of Commerce and Management     Hybrid Journal  
EMAJ : Emerging Markets Journal     Open Access  
Journal of International Commerce, Economics and Policy     Hybrid Journal  
Journal of Comparative International Management     Full-text available via subscription  

           

Similar Journals
Journal Cover
International Marketing Review
Journal Prestige (SJR): 0.895
Citation Impact (citeScore): 3
Number of Followers: 13  
 
Hybrid Journal Hybrid journal   * Containing 4 Open Access Open Access article(s) in this issue *
ISSN (Print) 0265-1335 - ISSN (Online) 1758-6763
Published by Emerald Homepage  [360 journals]
  • Same, same but different! New service development in the context of
           emerging markets: a review

    • Free pre-print version: Loading...

      Authors: Anna Dubiel , Prokriti Mukherji
      Abstract: The purpose of this paper is to systematically review and critically examine the international marketing and innovation management research on new service development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and managerial relevance of the field. A systematic review of published empirical literature from peer-reviewed journals focusing on an 11-year period, 2010–2020, was undertaken. Further, bibliometric and text mining analyses were conducted using VOSviewer and Leximancer software programmes. This analysis of 36 journal articles reveals that NSD research is a dynamic field with an increasing number of quantitative, multi-country and multi-method studies encompassing a variety of geographical settings and industries. Doing justice to this vibrant field of research and its managerial importance, the authors create an overview of existing empirical studies to serve as a repository of knowledge on NSD for both academics and practitioners. Further, the authors offer a thematic and temporal overview of the content of existing studies. Drawing upon the abovementioned, the authors suggest some promising avenues for future research.
      Citation: International Marketing Review
      PubDate: 2022-10-03
      DOI: 10.1108/IMR-01-2021-0047
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Supply chains and ecosystems for servitization: a systematic review and
           future research agenda

    • Free pre-print version: Loading...

      Authors: Philip Davies , Yipeng Liu , Maggie Cooper , Yijun Xing
      Abstract: Recent research has recognised the importance of supply chains and ecosystems as key drivers of successful servitization strategies, especially in the context of inter-organisational relations (IOR). The body of knowledge has, however, become increasingly fragmented and diverse due to different disciplinary roots of both servitization and IOR research. The purpose of this paper is to take stock of current knowledge and to generate a set of future research directions for servitization-related supply chain and ecosystem research. A systematic review methodology was applied. A thematic analysis was conducted on a sample of 34 papers in the period 2010–2021 to identify the key themes within the servitization-related supply chain and ecosystem literature. The review revealed a limited, but expanding, knowledge base for servitization-related supply chain and ecosystem research. The findings provide insight into current trends across four thematic areas: theoretical orientation, methodological approaches, research context and research content. Within these themes, it was found that four main areas of research content have been studied (supplier relationships, risk perception and uncertainty, capability development and resource integration), with most research adopting case-based methodologies within three main industrial contexts: manufacturing, industrial and software. Finally, a broad range of theoretical orientations have led to an increasingly fragmented and diverse literature base. This study is the first to review servitization-related supply chains and ecosystems. It contributes insights through an IOR lens to categorise and organise a core set of themes and concepts for servitization-related supply chain and ecosystems research. It identifies research gaps within the extant literature and presents a set of future research directions.
      Citation: International Marketing Review
      PubDate: 2022-09-27
      DOI: 10.1108/IMR-10-2021-0318
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • CSR communication and international marketing: Insights from the COVID-19
           pandemic

    • Free pre-print version: Loading...

      Authors: Anna Farmaki , Elias Hadjielias , Hossein Olya , Babak Taheri , Maria Hadjielia Drotarova
      Abstract: The purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying what international companies communicate, the authors determine the motives of companies' COVID-19-related CSR communication as well as how companies strategically approach CSR communication. Using Nvivo, the authors carried out content analysis of the COVID-19-related tweets of the Fortune top-100 companies using Twitter's ‘advanced search’ tool. The analysis included tweets posted between 1 February 2020 and September 2021, a period that represents the peak of the pandemic. Study findings indicate that COVID-19-related CSR responses of international companies are driven by commitment to organizational values, attainment of recognition for timely response to COVID-19, altruistic motives to combat COVID-19 and congruence with social movements that create expectations from customers to respond to the COVID-19 pandemic. Most companies adopt a response strategy to CSR communication, by informing customers of their COVID-19 responses in relation to several issues such as alterations in companies' processes and the impacts of the pandemic on health. The study suggests that the CSR practices of companies should be strategically embedded in organizations' international marketing plans and not remain just on-off responses to crises should marketing-related benefits be obtained. Several recommendations are made to strengthen companies' adoption of a proactive, engagement-oriented approach to CSR communication. The CSR communication of international companies during external crises has not been sufficiently studied in relation to international marketing, as most studies considered internal corporate crises. Focusing on an external crisis (COVID-19 pandemic) with global impacts, this study advances existing knowledge on international companies' CSR communication to their customers. Additionally, this study offers new insights on the role of integrated, coordinated and consistent CSR messages and strategies, which are targeted to the needs and expectations of domestic and international customers in response to COVID-19 pandemic.
      Citation: International Marketing Review
      PubDate: 2022-09-15
      DOI: 10.1108/IMR-12-2021-0375
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Consumer pandemic animosity: scale development and validation

    • Free pre-print version: Loading...

      Authors: José I. Rojas-Méndez , Marta Massi , Elena Gallito
      Abstract: This study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism. The CPAS factor structure was initially tested on a sample of 201 American consumers based on participant interviews and expert evaluations. This exploratory phase identified two factors, namely CPAS emotions and beliefs, which were subsequently supported in the confirmatory factor analysis. Measurement and configural invariance of CPAS and discriminant and nomological validity were confirmed in an independent sample of 303 American consumers. A new sample of 203 Canadian consumers was used to test the external validity of CPAS by controlling for other types of consumer animosity dimensions. Structural equation modelling was used to test the effects of CPAS on consumer purchase intentions in general product consumption and tourism. This study contributes to expanding on the conceptualization of the consumer animosity construct that has been dealt with in economics, politics, culture and religion but never of a pandemic health crisis to date. Results indicate the psychometric soundness of the CPAS and the multifaceted nature of this construct by clearly identifying two levels of animosity (i.e. beliefs and emotions). Moreover, the structural model shows a significant and unique impact of pandemic animosity on consumer purchase intentions and travel intentions. This is the first empirical study proposing a new scale to measure the consumer disposition of animosity developed due to a pandemic affecting the world. It also offers a new dimension to the typology of animosity proposed by Jung et al. (2002): intentionality (intention-driven vs non-intention-driven). This paper presents a number of propositions that serve to identify testable hypotheses amenable both to validation and usefulness.
      Citation: International Marketing Review
      PubDate: 2022-09-01
      DOI: 10.1108/IMR-07-2021-0231
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Composite collaboration and the differentiation strategies adopted by
           emerging market firms in advanced markets during the COVID-19 pandemic

    • Free pre-print version: Loading...

      Authors: Huda Khan
      Abstract: This article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in turn, will enable them to strengthen their images and market shares, i.e. their strategic marketing performance in advanced markets. This study is based on survey data obtained from 86 Pakistani firms exporting to advanced economies. The study found that compositional collaboration capabilities positively influence the differentiation strategies and strategic marketing performance of emerging market exporting firms conducting business in advanced host markets. Furthermore, the findings indicate that differentiation strategies mediate the influence of compositional collaboration capabilities on the strategic marketing performance of these firms. By taking a new compositional based theoretical perspective, this study examined the underexplored phenomenon of how emerging market firms can differentiate their offerings in advanced export markets in order to achieve a better strategic performance during external shocks such as the COVID-19 pandemic. Given that export growth is a strategic priority for many emerging markets, including Pakistan, due to their substantial trade deficits, this study provides important contributions from both the theoretical and practical perspectives.
      Citation: International Marketing Review
      PubDate: 2022-09-01
      DOI: 10.1108/IMR-11-2021-0328
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • How and when do exporters benefit from an international adaptation
           strategy' The moderating effect of formal and informal institutional
           distance

    • Free pre-print version: Loading...

      Authors: Jie Gao , Tao Wang , Yu Jia , Cheng Lu Wang
      Abstract: Drawing on institutional theory, this study seeks to advance the understanding of how the indirect effect of exporters' adoption of an international adaptation strategy on export performance via enhanced legitimacy is differently moderated by formal and informal institutional distances from the host country market. Survey data were collected from a sample of 251 exporters in China and analyzed with a multiple regression model to test the hypotheses. Exporters' use of an international adaptation strategy affects their perceived legitimacy, which in turn influences their export performance. Moreover, formal institutional distance strengthens the indirect effect of an international adaptation strategy on export performance via legitimacy, whereas informal institutional distance weakens this indirect effect. The study contributes to the knowledge of how and when adoption of an international adaptation strategy by exporters benefits export performance from an institutional perspective.
      Citation: International Marketing Review
      PubDate: 2022-08-24
      DOI: 10.1108/IMR-01-2021-0007
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Effective marketing strategies for global FMCG brands during COVID-19
           pandemic crisis

    • Free pre-print version: Loading...

      Authors: Meletios I. Niros , Angelica Niros , Yannis Pollalis , Qing Shan Ding
      Abstract: This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands. This study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey. CET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence. Practitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments based on consumer preference for domestic or global products and consumer morale and expectations for future financial status. This research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.
      Citation: International Marketing Review
      PubDate: 2022-08-18
      DOI: 10.1108/IMR-11-2021-0327
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • The “indie” premium: how independent firms create product
           value across cultures

    • Free pre-print version: Loading...

      Authors: Vasileios Davvetas , Alessandro Biraglia
      Abstract: Although firm growth through the acquisition of independent players is at a record high, market reports reveal a parallel increase in independent firms that enjoy noticeable consumer support across industries and threaten MNC-owned brands in several countries. Despite this evident contrast, no research has investigated how independent firms stack up against their non-independent counterparts from a consumer perspective. This study examines this standoff and proposes that independent firms outperform their non-independent contenders in fostering perceptions of product craftmanship and warmth in specific product categories and cultures. Three experimental studies were conducted across five countries (Study 1: N = 360; USA and China – Study 2: N = 487; UK and India – Study 3: N = 323; Italy). Data were analysed using experimental techniques (Analysis of Variance) and conditional process analyses (Moderated Mediation) using PROCESS. The findings suggest that (1) firm independence fosters perceptions of product craftmanship and warmth in individualistic cultures, (2) consumers view products sold by independent firms as warmer and more authentic than products sold by non-independent firms in hedonic but not in utilitarian product categories, (3) the positive effects of firm independence on product craftmanship and warmth are neutralized for vertically collectivist cultures (India) and reversed in horizontally collectivist cultures (China), (4) loss of firm independence leads to higher drops in perceived craftmanship and product preference when it is caused by a takeover from a foreign multinational (compared to a domestic corporation). This research provides a first account of how perceptions of firm independence drive assessments of product craftmanship and authenticity, elicit feelings of warmth and build product preference. The findings inform decisions of multinational corporations regarding (1) how to communicate the acquisition of independent firms in local markets, (2) how to balance an international brand portfolio in culturally diverging markets and different product industries, (3) how to optimize brand architecture through the relative exposure of the corporate brand image vis-à-vis the image of standalone brands owned by the corporation and (4) offer smaller independent players an alternative positioning strategy to differentiate from global competitors enjoying the resources or support of bigger corporations.
      Citation: International Marketing Review
      PubDate: 2022-08-05
      DOI: 10.1108/IMR-04-2021-0157
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Why joint learning is not enough: the role of motivation and opportunity
           for customer responsiveness in the international supply chain partnerships
           

    • Free pre-print version: Loading...

      Authors: Kuo-Hsiung Chang
      Abstract: Drawing on the theoretical model of ability–motivation–opportunity (AMO), the author conceptualizes joint learning as the ability, relational capital as motivation and co-production as an opportunity. The purpose of the study is to explore whether joint learning, relational capital and co-production, representing the constituents of the AMO, can enhance customer responsiveness. The authors explore three possible configurations of the AMO framework, the additive model (primary effect), the combination model (two-way interactions) and the multiplicative model (a three-way interaction). The model is empirically tested by collecting primary data from 149 manufacturers in the information technology industry from Taiwan. In addition, hierarchical regression analysis was performed to test hypotheses. The findings indicate strong support for the additive model, suggesting that joint learning, relational capital and co-production can enhance customer responsiveness, respectively. Also, the results of this study show strong support for the multiplicative model, indicating that the relationship between joint learning and customer responsiveness is positively significant only when both relational capital and co-production are high. Suppliers can use the findings from this study to develop their joint learning and understand how joint learning in a buyer–supplier relationship enhances customer responsiveness. Specifically, this study guides firms that seek to understand relational capital and co-production seem to support the effectiveness of joint learning. This study suggests that although joint learning enhances the ability to engage in customer responsiveness, the suppliers need adequate motivation and opportunity to exploit this ability entirely.
      Citation: International Marketing Review
      PubDate: 2022-08-04
      DOI: 10.1108/IMR-08-2021-0250
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Being creative under the Covid-19 pandemic crisis: the role of effective
           inter-organizational relationship management

    • Free pre-print version: Loading...

      Authors: Leonidas C. Leonidou , Bilge Aykol , Thomas A. Fotiadis , Svetla Marinova , Paul Christodoulides
      Abstract: Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, and opportunism, is set as the predictor of inter-partner creativity in the relationship between hotels and their foreign travel agents under the Covid-19 pandemic. The conceptual model was tested with data collected from 190 randomly selected hotel units located in Greece, using both online and drop-in questionnaire methods. Data were analyzed using SEM analysis. Satisfaction with the working relationship was found to be enhanced by improving communication and cooperation, as well as by keeping conflict and opportunism at low levels. This was a strong predictor of inter-partner creativity, although less pronounced under high levels of relational distance and rigidity. The study should be extended to other country settings, replicated at different levels of crisis severity, and use dyadic data. Additional environmental factors could be used as boundary conditions, while our model could be expanded to include additional drivers and consequences of inter-partner creativity. To generate inter-partner creativity, there is a need to maintain high levels of satisfaction through proper communication, enhanced cooperation, conflict minimization, and avoidance of opportunistic actions. Also, to better translate satisfaction into inter-partner creativity, interacting parties should keep distance at low levels, while at the same time demonstrate greater flexibility. The study unveils the role of effectively managing behavioral factors in inter-firm relationships to develop creative solutions to the Covid-19 crisis challenges, an issue neglected by prior research. The study also sheds light on the contingent effects of distance and rigidity, two important factors moderating relationships under crisis. The study applies for the first time two psychological-based theories, the broaden-and-build theory and the circumplex model, to an international marketing crisis situation.
      Citation: International Marketing Review
      PubDate: 2022-07-15
      DOI: 10.1108/IMR-01-2022-0016
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Gaining legitimacy and host market acceptance: a CRM analysis for foreign
           subsidiaries in China

    • Free pre-print version: Loading...

      Authors: Kineta Hung , David K. Tse , Terri H. Chan
      Abstract: Building on the scant literature on how foreign subsidiaries strategize Cause-Related-Marketing (CRM) to gain legitimacy and acceptance in host markets, this paper investigated the impact of two CRM components (post-crisis recovery, CSR activities) on subsidiary performance and future opportunities in China, a country whose institutional development lags behind its economic achievements. The study also investigated the moderating effects of strategic mindset and subsidiary empowerment on CRM effects, issues highly relevant to MNCs and their subsidiaries. To minimize common method variance, the study adopted a multi-informant firm executive survey design that included responses from a director and a manager from 230 foreign subsidiaries operating in China. The director-level respondents assessed Firm Competences, Organizational Ties, Subsidiary Performance and Future Opportunities. The manager-level respondents assessed CSR activities (Legal, Ethical and Philanthropic CSR) and other operational measures. The two CRM components affected Subsidiary Performance (sales, shares and profit) and Future Opportunities in different ways as postulated by legitimacy theory. While Post-crisis Recovery enhanced Subsidiary Performance (sales), it could not enhance Future Opportunities by itself unless the subsidiary received headquarters empowerment. Interestingly, only Ethical and Philanthropic CSR activities with enhancement from Strategic Mindset mattered to Future Opportunities. The research unfolded key elements in how foreign subsidiaries planned CRM strategies to gain legitimacy and acceptance in a host market with less-developed institutions, thereby addressing a gap in the literature. It also showed how firms internalize CRM and became receptive to social sentiments of a significant host market.
      Citation: International Marketing Review
      PubDate: 2022-07-12
      DOI: 10.1108/IMR-07-2021-0212
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • The power of institutions on international marketing: reflections on the
           COVID-19 pandemic can inform international marketing activities

    • Free pre-print version: Loading...

      Authors: David A. Griffith , Goksel Yalcinkaya
      Abstract: The COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to understand the influence of the institutional response to the COVID-19 pandemic on international marketing activities and to highlight the need to formally incorporate institutional economics into the study of international marketing phenomena. The paper uses institutional economics as the environmental element of the general theory of competitive rationality to present a foundation for understanding how state actions influence marketing and international marketing activities. Data are presented and empirically tested, demonstrating the heterogeneity of government influence on personal and economic freedoms during the pandemic, both of which influenced international marketing activities. To broaden the implications of this work, we also provide anecdotal illustrations unrelated to the COVID-19 pandemic to demonstrate the breadth of nation-state influence on international marketing activities. Heterogeneity in nation-state formal and informal institutional elements influence international marketing activities during the COVID-19 pandemic. However, other incidents, unrelated to the COVID-19 pandemic, demonstrate the importance of contextualizing international marketing activities under a holistic institutional framework. The paper employs the general theory of competitive rationality along with institutional economics to provide a theoretical foundation to better understand the differential impact on international marketing as a result of formal and informal institutional influences. This general framework can be employed to provide a holistic understanding of both international and cross-national marketing activities.
      Citation: International Marketing Review
      PubDate: 2022-06-28
      DOI: 10.1108/IMR-11-2021-0340
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • The impact of innovation aspiration shortfall and CEO origin on emerging
           economy firms' international expansion: evidence from China

    • Free pre-print version: Loading...

      Authors: Xi Zhong , Weihong Chen , Ge Ren
      Abstract: Whether and when the innovation aspiration shortfall (e.g. innovation performance lower than aspirations) will affect emerging economy firms (EEFs)' international expansion remains an important unanswered theoretical and practical question. Based on performance feedback theory, this study explores the impact of innovation aspiration shortfall on EEFs' international expansion and the moderating role of CEO origin. This study finds that innovation aspiration shortfall has a positive impact on EEFs' international expansion. This study also uncovers that EEFs are less likely to implement international expansion in response to innovation aspiration shortfall when the CEO is a founder than when the CEO is a non-founder, and EEFs are more likely to implement international expansion in response to innovation aspiration shortfall when the CEO is an outsider-CEO than when the CEO is an insider-CEO. This study proposes that the interaction between innovation aspiration shortfall and CEO origin can be a useful predictor of EEFs' international expansion.
      Citation: International Marketing Review
      PubDate: 2022-06-23
      DOI: 10.1108/IMR-12-2021-0365
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Managing disruptive external forces in international marketing

    • Free pre-print version: Loading...

      Authors: Insik Jeong , Ruey-Jer Bryan Jean , Daekwan Kim , Saeed Samiee
      Abstract: Disruptive external forces can bring businesses to a standstill and make their strategic plans obsolete overnight. COVID-19 exemplifies such a disruptive force, which has caused worldwide havoc and ongoing disruption in many sectors of the economy, while concurrently providing great opportunities for others. The goal in this study is to examine the experiences of firms that have been impacted by a prior disruptive force, offer five theoretical lenses for framing and examining such events, and provide a set of axioms based on the research findings. The authors used a qualitative approach involving five short international marketing case studies of firms based in South Korea and Taiwan. These nations and firms were selected on the bases of their overall judicious navigation of the conditions presented by the COVID-19 pandemic. The authors gathered information about these firms through primary sources of information (personal and remote interviews as well as other communications), which the authors augmented with information from secondary sources. The results indicate that external forces can bring both opportunities and threats to firms' international marketing strategies. The authors found that two strategies help firms cope with managerial issues associated with both the demand and the supply sides in successful firms in these nations: (1) leveraging opportunities presented by the pandemic through the successive introductions of new product and (2) the expansion of both the domestic and international markets. The research provides five theoretical lenses to articulate the impact of disruptive external forces on international marketing strategies. The research offers thirteen demand and supply side axioms for marketing managers involved in international business (e.g. exporters, importers, MNCs) to cope with disruptive external forces, like COVID-19. Disruptive external forces, such as the pandemic, have enormous impact on firms and consumers alike. This research aims to limit the negative impact of future disruptions by engaging in contingency planning and added resilience, through which firms may continue to function and, to a large extent, consumers are able to acquire the necessary goods and services to maintain their quality of life. The authors attribute the quicker response of these firms to their agility in managing the market impacts related to COVID-19 and to their prior conditioning in their respective geopolitical spheres. The authors summarize the findings in a set of nine supply side and a set of four demand side axioms.
      Citation: International Marketing Review
      PubDate: 2022-06-21
      DOI: 10.1108/IMR-12-2021-0381
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • When does export customer responsiveness strategy contribute to export
           market competitive advantage'

    • Free pre-print version: Loading...

      Authors: Dario Miocevic , Itzhak Gnizy , John W. Cadogan
      Abstract: The purpose of this study is to explore the nature of the relationship between export customer responsiveness and export growth. The study uses primary data obtained by questioning over 200 exporting firms. The model constructed predicts the export growth of those firms with export customer responsiveness data, together with a variety of moderator and control variables. The model is assessed using multiple regression. Exporters with higher levels of export customer responsiveness often have higher export sales growth rates than those with lower levels of export customer responsiveness, but not always. For some firms, the opposite is true, such that those with lower levels of export customer responsiveness outperform those with higher levels. The study is the first to provide export decision-makers with empirically grounded recommendations regarding (1) when it is advisable to have high export customer responsiveness levels and (2) those situations when firms may benefit from having lower export customer responsiveness levels.
      Citation: International Marketing Review
      PubDate: 2022-06-07
      DOI: 10.1108/IMR-02-2022-0043
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things
           (IoT) market entry framework stemming from COVID-19

    • Free pre-print version: Loading...

      Authors: Constantinos-Vasilios Priporas , Durga Vellore-Nagarajan
      Abstract: This paper aims to determine new-normal uncertainty considerations stemming from the COVID-19 pandemic to consider within transaction-cost analysis for pharmaceuticals. It also aims to propose new-normal market entry strategies to address the uncertainty as a result of COVID-19's implications and provide for lack of knowledge and information in an uncertain business environment by way of Internet of Things (IoT) ecosystem for pharmaceutical market entry. In this paper, we focus on the uncertainty facet within transaction-cost analysis consideration and utilise a descriptive three-case study approach taking in Johnson and Johnson (J&J), GlaxoSmithKline (GSK) and Novartis to present an ADO (Antecedent-Decisions-Outcomes) understanding of their usual market entry approach, the approach undertaken during the pandemic and the outcomes thereafter facilitating new-normal uncertainty considerations to factor in. Further with this insight, we develop a conceptual framework addressing the transaction-cost analysis implications of uncertainties toward lack of knowledge and information for a new-normal market entry approach and operating strategy for pharmaceuticals applicable due to IoT (Internet of Things). Uncertainty (external and internal) is different now in the new-normal business environment for pharmaceuticals and boils down to acute shortage of knowledge and information impact to make an appropriately informed decision. Therefore, considering the changed factors to consider, pharmaceuticals need to be able to undertake market entry with vaccines and medicines by way of IoT thereby enabling, the filling of the gap via real-time data access and sharing, including enhancing predictive analysis for sustenance. The paper's findings have many theoretical implications highlighted in the manuscript. The paper's findings have many practical implications highlighted in the manuscript. This is the first study to our knowledge that throws light on transaction-cost analysis theory's uncertainty facet for pharmaceuticals. It is also the first study that provides a new-normal market entry strategy for pharmaceutical companies built on interoperability of real-time IoT.
      Citation: International Marketing Review
      PubDate: 2022-06-07
      DOI: 10.1108/IMR-12-2021-0363
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Animosity, preference conflict and consumption context in an international
           crisis: a normative influence perspective

    • Free pre-print version: Loading...

      Authors: Cher-Min Fong , Hsing-Hua Stella Chang , Yu-Lin Han
      Abstract: Because of its omission of social influences, conventional animosity research has failed to sufficiently consider consumption context. To address this limitation, this research constitutes two interrelated parts: (a) investigating how normative influences (value-expressive and utilitarian influences) shape consumers’ animosity attitudes and purchase intentions; and (b) building on the normative influence perspective and separating consumption context into purchase (online vs. offline) and usage (private vs. public) contexts. The goal was to examine under the condition of preference conflict, how consumption contexts with different degrees of behavioral exposure affect purchase decisions. One pretest, one survey and one experiment were conducted to empirically validate the proposed research model. In an international crisis, consumers’ attitudes and behaviors were socially determined. Moreover, the online purchase with private usage (offline purchase with public usage) condition resulted in the highest (lowest) level of purchase intention. This research pioneers in the animosity literature to identify the possibility of preference conflict in a situational international crisis, and to more delicately separate the conventional consumption context into purchase and usage contexts.
      Citation: International Marketing Review
      PubDate: 2022-06-03
      DOI: 10.1108/IMR-07-2021-0219
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Bringing culture into the picture: cross-cultural differences
           in online customer reviews

    • Free pre-print version: Loading...

      Authors: Jong Min Kim , Eunkyung Lee , Yeosun Yoon
      Abstract: Prior literature on online customer reviews (OCRs) suggests that individuals are socially influenced by information shared by others. Given that the online environment brings together users from different cultures, understanding how users differ in their processing and generation of OCRs across cultures is imperative. Specifically, this paper explores how cross-cultural differences influence OCR generation when there are inconsistencies between recent and overall review ratings. The authors employ an empirical study and an experimental approach to test the predictions. For the empirical study (Study 1), the authors collected and analyzed actual review data from an online hotel review platform, Booking.com. This was followed by an experimental study (Study 2) in which the authors manipulated the thinking style represented by each cultural orientation to further explain how and why cross-cultural differences exist. The results show that compared with the review ratings of users from collectivist cultures, those of users from individualistic cultures are more likely to follow recent review ratings. Based on the experimental study, the authors further find that such cross-cultural differences in OCR generation are driven by differences in thinking style. This research extends the literature by demonstrating the cross-cultural differences in individuals' herding tendencies in OCR generation. The authors also add to the literature by showing in which direction OCR herding occurs when there is a discrepancy between overall and recent review ratings. From a managerial perspective, the findings provide guidelines for online platforms serving the global market on predicting customers' OCR generation and constructing appropriate response strategies.
      Citation: International Marketing Review
      PubDate: 2022-05-12
      DOI: 10.1108/IMR-07-2020-0167
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Applying reactance theory to study consumer responses to COVID
           restrictions: a note on model specification

         This is an Open Access Article Open Access Article

    • Free pre-print version: Loading...

      Authors: Michela Matarazzo , Adamantios Diamantopoulos
      Abstract: The purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically evaluate the appropriateness of the most established reactance model (the intertwined model) for studying reactance specifically in relation to freedom threats arising from measures aimed at combatting the spread of the pandemic. Following a conceptual analysis of the intertwined model of reactance, structural equation modeling is applied to Rain's (2013) meta-analytic data to compare the model to alternative model specifications. The analysis reveals both conceptual and statistical shortcomings of the intertwined model of reactance in its current/traditional form. It also draws attention to other model specifications that provide just as good statistical fit and offer promising alternative ways of modeling reactance in a COVID context. The study is the first attempt to explicitly discuss conceptual and statistical problems associated with the most widely accepted model of reactance, illustrate these issues with specific reference to consumer reactions to COVID restrictions, identify alternative promising model specifications and suggest a respecification of the intertwined model.
      Citation: International Marketing Review
      PubDate: 2022-05-03
      DOI: 10.1108/IMR-12-2021-0370
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Demystifying the evaluation of brands endorsed by religious leaders
           in the emerging markets

    • Free pre-print version: Loading...

      Authors: Denni Arli , Narain Gupta , Deepak Sardana , Piyush Sharma
      Abstract: This paper uses social identity theory to investigate the sequential mediating effects of extrinsic religiosity and perceived role of religious leaders in the impact of consumers' intrinsic religiosity on perceived value of brands endorsed by religious leaders. This paper comprises two survey-based studies with urban consumers in two emerging markets, India (N = 303) and Indonesia (N = 150). Intrinsic religiosity has a direct positive effect on extrinsic religiosity, which in turn mediates the effect of intrinsic religiosity on the perceived value of the brands endorsed by religious leaders in both India and Indonesia. However, extrinsic religiosity has a significant positive effect on the perceived value of these brands through the perceived role of religious leaders in India but not in Indonesia. Samples for both the studies are drawn from urban consumers in India and Indonesia, which also have large rural populations. Hence, future research may use both urban and rural samples from other countries to replicate our results. The study findings may help both local and global brand managers in the emerging markets with religious societies, such as India and Indonesia, to understand how they may use endorsements by religious leaders to manage the differences in the impact of consumers' intrinsic versus extrinsic religiosity on their brand perceptions and evaluations. This paper extends social identity theory to the international marketing context by showing that religious consumers in the emerging markets are likely to support the brands endorsed by religious leaders vis-à-vis other national or multinational brands. Thus, religious identification offers a unique sacred worldview and unlimited group membership, unlike other social groups, especially in the highly religious emerging markets.
      Citation: International Marketing Review
      PubDate: 2022-04-22
      DOI: 10.1108/IMR-08-2021-0258
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Family multinationals: a systematic literature review to take
           stock and look ahead

    • Free pre-print version: Loading...

      Authors: Emanuela Rondi , Francesco Debellis , Cristina Bettinelli , Alfredo De Massis
      Abstract: The authors develop a systematic literature review of research on family multinationals, i.e. firms owned by one or more families that engage in foreign direct investments (FDIs). Building on the examination of past and current research, the authors develop an integrative framework and identify directions to advance this area of research. Coherently with recommendations for systematic literature reviews, the authors developed and followed a systematic search protocol, selecting and reviewing 92 articles on family multinationals published from 1991 to 2021. The authors then identified the most recurrent and emerging themes in these studies to build an integrative framework. In recent years, the literature on family firm internationalization has grown exponentially, and with it the focus on family multinationals. However, the study of family multinationals has many theoretical and methodological shortcomings that have only allowed marginally appreciating their entrepreneurial aspects. In this study, the authors take stock to identify the critical knowledge gaps and motivate future researchers to fill this breach. In conducting the first systematic literature review of family multinationals, the authors provide an integrative account of current knowledge, develop a reconciling framework and identify directions for future research.
      Citation: International Marketing Review
      PubDate: 2022-04-08
      DOI: 10.1108/IMR-01-2021-0025
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Is brand globalness compatible with brand country-of-origin'
           An investigation of hybrid brand positioning strategies for emerging
           market brands

    • Free pre-print version: Loading...

      Authors: Ruiyang Hong , Zhe Zhang , Chun Zhang , Zuohao Hu
      Abstract: The purpose of this study is to investigate hybrid brand positioning strategies for emerging market brands based on two positioning elements: brand country-of-origin (COO) and brand globalness. Researchers conducted two studies. In Study 1, a survey of 128 brand managers of emerging market brands were used to examine whether asymmetric positioning strategies improve brand preference more than symmetric strategies, and if so, which type of asymmetric strategies improves brand preference more. In Study 2, a consumer experiment in the USA was conducted to identify the positioning strategy for emerging market brands that improve brand preference the most. For emerging market brands, at any given value of COO or global elements, asymmetric strategies outperform symmetric strategies in terms of brand preference. On average, the best hybrid positioning strategy is the one that highlights brand COO and de-emphasizes brand globalness. A large body of branding literature examines COO and globalness separately without considering their co-presence in the same brand positioning strategy. Few studies that examine the joint influence of brand COO and globalness focus on established brands from developed markets and do not examine whether highlighting both brand COO and global elements equally is an effective positioning strategy for emerging market brands. This study introduces a framework to systematically examine the various combinations of COO and global elements in a brand’s positioning strategies for emerging market brands. By conducting two studies, the authors empirically test the influence of various combinations of COO and global elements on brand preference for emerging market brands from both firm and consumer perspectives.
      Citation: International Marketing Review
      PubDate: 2022-04-05
      DOI: 10.1108/IMR-08-2021-0260
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • The dual impetus for perceived brand globalness and brand competence in a
           rapidly changing environment: the role of Brand-Nation Connection

    • Free pre-print version: Loading...

      Authors: Jiaxun He , Jiaye Ge
      Abstract: This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world. Besides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses. Two empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect. The findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence. This study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.
      Citation: International Marketing Review
      PubDate: 2022-04-01
      DOI: 10.1108/IMR-06-2021-0210
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Developing strategies for international celebrity branding: a comparative
           analysis between Western and South Asian cultures

    • Free pre-print version: Loading...

      Authors: Zahra Shah , Hossein Olya , Lien Le Monkhouse
      Abstract: This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals. A within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses. SEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser. International celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design. The conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture.
      Citation: International Marketing Review
      PubDate: 2022-03-31
      DOI: 10.1108/IMR-08-2021-0261
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Intellectual capital in nonprofit organizations: a focus on social capital
           as a marketing enabler

    • Free pre-print version: Loading...

      Authors: Renato Civitillo , Giuseppe Festa , Constantinos-Vasilios Priporas , Matteo Rossi
      Abstract: The research has the aim of exploring whether and how relevant studies about nonprofit organizations (NPOs) have so far investigated the fruitful effects that can be generated by proactive governance, management and marketing of their IC – particularly when considering its extension to SC – with relation to the promotion of corporate reputation. After a literature review about the intellectual capital (IC) and the social capital (SC) in the nonprofit sector (NPS), at either national or international level, the study presents a bibliometric-systematic literature review (B-SLR) of the field in question. According to a quantitative (more bibliometric) perspective, the scientific interest on this specific issue has not always been constant and methodical, while three themes (institutional scope, human resources and operational functioning) have so far mostly been analyzed according to a qualitative (and therefore more systematic) perspective. Despite some recent trends aimed at re-evaluating the effect of intangible assets in any organization, there is still some reticence within the NPS to consider the importance of these resources. This orientation also extends to IC, and more specifically to SC, which should now be considered as relevant factors in the creation of value for any socio-economic organization, both nationally and internationally.
      Citation: International Marketing Review
      PubDate: 2022-03-22
      DOI: 10.1108/IMR-01-2021-0029
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • A review of consumer affinity research: recent advances and future
           directions

    • Free pre-print version: Loading...

      Authors: M. Mar Serrano-Arcos , Raquel Sánchez-Fernández , Juan Carlos Pérez-Mesa , Petra Riefler
      Abstract: Consumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of integration and analysis. The purpose of this study was to shed new light on the concept of consumer affinity based on a comprehensive systematic review of the literature, provide a critical analysis of previous research in terms of conceptual, methodological and substantive issues and problems and offer avenues for future research. This structured systematic review of consumer affinity included articles published in international peer-reviewed journals from 2008 to 2021, examining key conceptual, operational and substantive aspects. This systematic review of articles on consumer affinity published over the past 14 years revealed that this line of research is a growing vibrant domain in the context of international marketing. It also showed that current knowledge of consumer affinity is characterized by theoretical inconsistencies, contradictory empirical results and scant international marketing research in the affinity domain. This article provides an overview of the extant literature on consumer affinity and yields a consolidated image of its current status, as well as a research agenda that raises new questions for the academic community.
      Citation: International Marketing Review
      PubDate: 2022-03-16
      DOI: 10.1108/IMR-01-2021-0011
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Employing machine learning for capturing COVID-19 consumer sentiments from
           six countries: a methodological illustration

         This is an Open Access Article Open Access Article

    • Free pre-print version: Loading...

      Authors: Bodo B. Schlegelmilch , Kirti Sharma , Sambbhav Garg
      Abstract: This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about COVID-19 from multi-lingual tweets. The study is based on some 35 million original COVID-19-related tweets. The study methodology illustrates the use of supervised machine learning and artificial neural network techniques to conduct extensive information extraction. The authors identified more than two million tweets from six countries and categorized them into PESTEL (i.e. Political, Economic, Social, Technological, Environmental and Legal) dimensions. The extracted consumer sentiments and associated emotions show substantial differences across countries. Our analyses highlight opportunities and challenges inherent in using multi-lingual online sentiment analysis in international marketing. Based on these insights, several future research directions are proposed. First, the authors contribute to methodology development in international marketing by providing a “use-case” for computer-aided text mining in a multi-lingual context. Second, the authors add to the knowledge on differences in COVID-19-related consumer sentiments in different countries. Third, the authors provide avenues for future research on the analysis of unstructured multi-media posts.
      Citation: International Marketing Review
      PubDate: 2022-02-22
      DOI: 10.1108/IMR-06-2021-0194
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Customer-centric strategy driving innovativeness and business growth in
           international markets

         This is an Open Access Article Open Access Article

    • Free pre-print version: Loading...

      Authors: Sasu Tuominen , Helen Reijonen , Gábor Nagy , Andrea Buratti , Tommi Laukkanen
      Abstract: The motivation for this study comes from decision making related to strategic marketing orientations in international markets. The authors examine if customer orientation and customer relationship orientation perform as two distinct constructs in driving firm innovativeness, and how together they support business growth among export firms. This study aims to suggest a customer-centric strategy for export firms that drive innovativeness and growth. An international corporation specialized in company information services provided a list of the contact information of Italian companies. The authors sent an email request to respond to an online survey and received 416 effective responses from firms operating in export markets. The authors propose and empirically test a model in which customer orientation, customer relationship orientation and innovativeness predict business growth. This model controls for the effects of firm size, industry and customer type (B2B vs. B2C). The study findings suggest that customer orientation and customer relationship orientation are two distinct strategic orientations driving innovativeness. However, they do not directly affect business growth. Instead, they require the innovativeness of an exporter to materialize as business growth. The results of the study recommend business strategies focusing not only on customer needs and satisfaction but also on retaining current customers and building customer relationships in international markets. Firms can learn from international customers and develop effective customer-centric strategies to spread the acquired information into the internal decision-making as it contributes to firm innovativeness and business growth in international markets. This study is one of the pioneering studies combining customer orientation and customer relationship orientation, showing their theoretical and empirical divergence. This study is also among the first which tests how the two strategic orientations together with innovativeness promote business growth among export firms. The authors add understanding of the synergistic effects both of using customer information and developing deeper relationships on firm innovativeness and performance among exporters.
      Citation: International Marketing Review
      PubDate: 2022-02-22
      DOI: 10.1108/IMR-09-2020-0215
      Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
       
  • Drivers or passengers' A taxonomy of multinationals’ approaches to
           corporate social responsibility implementation in developing markets

         This is an Open Access Article Open Access Article

    • Free pre-print version: Loading...

      Authors: Veronika Tarnovskaya , Daniel Tolstoy , Sara Melén Hånell
      Abstract: The purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries. Even though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches). The authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area. Among the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing (“proactive/reactive”) perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.
      Citation: International Marketing Review
      PubDate: 2022-08-04
      DOI: 10.1108/IMR-05-2021-0161
      Issue No: Vol. 39 , No. 7 (2022)
       
  • International Marketing Review

    • Free pre-print version: Loading...

       
 
JournalTOCs
School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
Email: journaltocs@hw.ac.uk
Tel: +00 44 (0)131 4513762
 


Your IP address: 18.208.187.128
 
Home (Search)
API
About JournalTOCs
News (blog, publications)
JournalTOCs on Twitter   JournalTOCs on Facebook

JournalTOCs © 2009-