International Marketing Review: Volume 38 Issue 6

International projects and political risk management by multinational enterprises: insights from multiple emerging markets

Tahir Ali, Aurangzeab Butt, Ahmad Arslan, Shlomo Yedidia Tarba, Sniazhana Ana Sniazhko, Minnie Kontkanen

This study investigates an under-researched yet fundamental question of how a developed country multinational enterprises (DMNE) perceives and manages political risks when…

The bond between country and brand stereotypes: insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer

Adamantios Diamantopoulos, Ilona Szőcs, Arnd Florack, Živa Kolbl, Martin Egger

Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the…

A global marketing logic: local stakeholders’ influence in diverse emerging markets

Ulf Elg, Pervez Nasim Ghauri

The authors discuss a dominant logic as the main idea behind a global marketing logic (GML) of an MNE and investigate how local stakeholders’ influence the feasibility of applying…

An intercultural, interpersonal relationship development framework

Jonna Koponen, Saara Julkunen, Mika Gabrielsson, Ellen Bolman Pullins

The purpose of this paper is to explore how business-to-business (B2B), intercultural, interpersonal salesperson–customer relationships develop using the lens of identity…

The importance of the export country's environmental image for consumer responses to an imported environmentally friendly product

John Thøgersen, Susanne Pedersen

Filling a gap in extant research regarding the measurement of an export country's environmental image and investigating its importance for consumers' evaluation of an…

The simultaneous effect of firm capabilities and competitive strategies on export performance: the role of competitive advantages and competitive intensity

Halit Keskin, Hayat Ayar Şentürk, Ekrem Tatoglu, Ismail Gölgeci, Ozan Kalaycioglu, Hatice Tuba Etlioglu

This study aims to determine the simultaneous effect of exporting firms' competitive strategies and capabilities on the achievement of competitive advantages and export…

The role of cultural values in consumers' evaluation of online review helpfulness: a big data approach

Raffaele Filieri, Marcello Mariani

Online consumer reviews are increasingly used by third-party e-commerce organizations to shed light on the positive and negative sides of the brands they sell. However, the large…

Verifying rigor: analyzing qualitative research in international marketing

Nitish Singh, Mamoun Benmamoun, Elizabeth Meyr, Ramazan Hamza Arikan

There has been a growing call regarding broad criteria for assessing qualitative methods' reliability and validity in international marketing (IM) research. In response, this…

The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies

Rob Angell, Paul Bottomley, Matthew Gorton, Ben Marder, Antonia Erz

Sponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers'…

The effects of mutuality in exporter-importer relationships

Farid Ahmed, Felicitas Evangelista, Daniela Spanjaard

Relationship marketing has been playing an important role in the development of marketing theory and practice. Though the concept has been extensively applied in international…

Performance implications of export assistance: the mediating role of export entrepreneurship

Anisur R. Faroque, Olli Kuivalainen, Jashim Uddin Ahmed, Mahabubur Rahman, Hiran Roy, M. Yunus Ali, Md Imtiaz Mostafiz

Although both institutional export assistance and entrepreneurial orientation (EO) contribute separately and positively to export performance, the interplay between them has…