International Marketing Review
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Export market orientation, performance and international partner selection: word-of-mouth referral versus direct contact
Ryuta Ishii, Mai KikumoriExport market orientation can be broadly divided into intelligence (generation and dissemination) and responsiveness activities. Although previous studies assess intelligence and…
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market
Erasmia Leonidou, Enrico Battisti, Muhammad Ishfaq Ahmad, Raffaele CampoThe purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).
Building a value-creating brand in internationalizing small and medium-sized enterprises
Hsing-Hua Stella Chang, Cher-Min Fong, Min-Hua ChangEmpirical evidence of the value creation process through which internationalizing small and medium-sized enterprises (SMEs) develop international branding capability (IBC) to…
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?
Matilde Milanesi, Andrea Runfola, Simone GuerciniThe paper delves into the international expansion of luxury SMEs to investigate their internationalization pathways, namely how the internationalization process unfolds in terms…
Systematic literature review on the nexus of food waste, food loss and cultural background
Mangirdas Morkunas, Yufei Wang, Jinzhao Wei, Antonino GalatiThe present paper aims to reveal how different cultures, as reflected by cultural norms, traditions, and social expectations, influence food waste behaviour in different regions…
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective
Douglas Ewing, Mohammadali Zolfagharian, Sasawan HeingrajThis study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory…
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit
Brittney C. Bauer, Clark D. JohnsonJoint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global…
Institutional distance and location choice: an experimental approach to the perception puzzle
Goudarz Azar, Georgios Batsakis, Rian Drogendijk, Ashkan PakSeresht, Ruoqi GengIn this research, we designed and implemented a unique vignette experiment to study the effect of managers' perceptions of institutional distance on foreign location choice, as…
Fencing or balancing? An exploratory study of Australian and New Zealand exporters’ strategic responses during the US-China trade war
Monica Ren, Richa Chugh, Hongzhi GaoA key challenge for exporters and international marketing/purchasing managers is formulating strategic responses to deal with geopolitical disruptions during a trade war between…
What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective
Mahabubur RahmanLinguists classify the world’s languages into two types: futured and futureless. Futured languages (e.g. French) require speakers to grammatically mark future events, a…
Platform success in the international marketplace: reconfiguring digital resources for marketing agility
Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang, Paul C.Y. LiuThis paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan