International Marketing Review: Volume 38 Issue 2

The relevance of international marketing strategy to emerging-market exporting firms: from a systematic review towards a conceptual framework

İlayda İpek

Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to…

The nature of individual experiential knowledge in internationalizing SMEs: pitfalls of superstitious learning and the need for wisdom

Sara Melén Hånell, Emilia Rovira Nordman, Lars-Gunnar Mattsson

This study addresses the research question: How does the experiential knowledge, superstitious knowledge and the wisdom of CEOs influence the internationalization behaviour of…

Does language matter to foreign subsidiary performance?

Palitha Konara, Yingqi Wei

This paper examines the role of language in foreign subsidiary performance.

The responsibility of an ethnocentric consumer – nationalistic, patriotic or environmentally conscientious? A critical discourse analysis of “buy domestic” campaigns

Tiia-Lotta Pekkanen, Visa Penttilä

The study examines the responsibilisation of an ethnocentric consumer in commercial, meta-organisational discourses. In addition to nationalistic and patriotic discourses, the…

International marketing doctrine: the use of guiding principles

Yoel Asseraf, Itzhak Gnizy, Aviv Shoham

Marketing doctrine (MD) refers to a “firm's unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices” (Challagalla et al., 2014…

The effects of brand origin and country-of-manufacture on consumers' institutional perceptions and purchase decision-making

Shijiao Chen, Malcolm J. Wright, Hongzhi Gao, Huan Liu, Damien Mather

Industry-wide crises involving consumer products place consumers at risk. Consumers rely on institutions that constrain corporate practice and control product quality to reduce…

How do international advertisers use consumer culture positioning strategies? A cross-national, cross-category approach

Nina Michaelidou, Milena Micevski, Georgios Halkias

The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.

Home country institutional impact on the choice of direct vs indirect exports: an emerging markets perspective

B. Elango, Nitin Pangarkar

This study uses the notions of institutional harshness and uncertainty avoidance in the home country to explain the choice between direct and indirect exporting strategies by…

Consumer reactions to unsustainable luxury: a cross-country analysis

Cesare Amatulli, Matteo De Angelis, Giovanni Pino, Sheetal Jain

This paper investigates why and when messages regarding unsustainable luxury products lead to negative word-of-mouth (NWOM) through a focus on the role of guilt, need to warn…