International Marketing Review: Volume 37 Issue 3

Guest editorial

Ruey-Jer Bryan Jean, Daekwan Kim

Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions

Constantine Katsikeas, Leonidas Leonidou, Athina Zeriti

The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how…

International marketing and the internet: a research overview and the path forward

Saeed Samiee

The purpose of this paper is to present an overview of the intersection of research into international marketing (IM) and the internet, seeking areas where knowledge is…

The Internet and international marketing – from trigger technology to platforms and new markets

Rudolf R. Sinkovics, Noemi Sinkovics

The authors critically examine the paper by Samiee (2019, this issue) “International marketing and the Internet: A research overview and the path forward” and offer an appraisal…

The influence of internet marketing capabilities on international market performance

Chia-Ling (Eunice) Liu, Yingying Zhang-Zhang, Pervez Nasim Ghauri

The paper aims to explore the influential path of internet marketing capabilities impacting international market performance. The paper further investigates the mitigating roles…

Digitalization of companies in international entrepreneurship and marketing

Ioan-Iustin Vadana, Lasse Torkkeli, Olli Kuivalainen, Sami Saarenketo

Little research has been done on the emergence of companies that engage in increasingly digital entrepreneurship with digitalized value-chain activities. The purpose of this paper…

Electronic integration and capability widening for OEM suppliers: The influence of supplier innovativeness and product modularity

Cheng-Chieh Hsiao, Danchi Tan, Jyh-Shen Chiou

The purpose of this paper is to investigate the effect of original equipment manufacturing (OEM) suppliers’ electronic integration with global customers on their capability…

“It’s a new game out there”: e-commerce in internationalising retail SMEs

Sara Melén Hånell, Emilia Rovira Nordman, Daniel Tolstoy, Nurgül Özbek

The purpose of this paper is to explore how market factors (pertaining to institutions, competition and resources) shape the international strategies of an online retailer.

“Buy, buy most Americans buy”: country of reference (COR) effects and consumer purchasing decisions

Ting-Ting Chen, Shih-Ju Wang, Heng-Chiang Huang

The international marketing field has witnessed many studies related to “country of origin” (COO) effects or the “made in” concept over the past few decades. Yet COO research is…

Digital marketing capabilities in international firms: a relational perspective

Fatima Wang

Differences in digital adoption between firms call for a clearer conceptualization of digital marketing capabilities (DMCs). The purpose of this paper is twofold: (1) to offer a…

The moderating effect of virtual integration on intergenerational governance and relationship performance in international customer–supplier relationships

Ruey-Jer Bryan Jean, Daekwan Kim, Yung-Chih Lien, Sangbum Ro

With the growing trend of digital technology in global supply chains, how to manage global supply chain relationships under digital transformation becomes a critical issue…