International Marketing Review: Volume 24 Issue 1

An attribution theory approach for understanding the internationalization of professional service firms

Kathryn T. Cort, David A. Griffith, D. Steven White

The aim is to gain an increased understanding of the factors motivating managers toward internationalizing their firms.

The nature of international retail divestment: insights from Ahold

Mark Palmer, Barry Quinn

This paper aims to explore the nature of divestment within the context of retailer internationalisation.

The fundamentals of standardizing global marketing strategy

Nanda K. Viswanathan, Peter R. Dickson

To examine issues of standardization and adaptation in global marketing strategy and to explain the dynamics of standardization.

A content analysis of advertising in a global magazine across seven countries: Implications for global advertising strategies

Michelle R. Nelson, Hye‐Jin Paek

This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China, France, India, South Korea…

Consumer animosity: a literature review and a reconsideration of its measurement

Petra Riefler, Adamantios Diamantopoulos

Consumer animosity has gained considerable attention in international marketing literature as a determinant of foreign product purchase behaviour. The purpose of this paper is…

Emerald at 40

Rebecca Marsh

Editorial

Robert E. Morgan

Special issue on Country of origin: state of art review for international marketing strategy and practice