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The purpose of this paper is to provide an overview of theoretical models and studies dealing with the international marketing strategies in emerging markets and provides recommendations for future research based on the review.

A review of literature on the topic was conducted and a new model is developed as a theoretical extension on the basis of insights from prior research.

Organizations need to take into account several characteristics of consumers and markets in advance as part of their business plan to select appropriate emerging markets, and decide best possible entry modes.

To the best of authors’ knowledge, there is no comprehensive review article on this subject, which provides directions for future research. The authors fill this gap in the literature and suggest strategies with regard to market selection, entry modes, market adaptation, customer relationship development with a new four-dimensional model.

In this paper, using the antecedents, decisions and outcomes (ADO) framework, the factors/key performance indicators (KPIs) most relevant for creating or building a learning organization (LO) are identified. This study aims to contribute to the field of knowledge management (KM) in terms of introducing KPIs to foster a business organization with a continuous learning process, mechanisms of knowledge creation and memorization.

In total, 57 papers were selected for this systematic literature review (SLR) from Web of Science and Scopus covering the period 1985–2019.

The 12 most relevant KPIs are identified based on the literature survey conducted in the field of LO.

The managerial implications of this review paper will be an added advantage to the modern business organization worldwide that have adopted KM practices to foster knowledge management with information technology (IT) infrastructure. As IT infrastructure focuses on knowledge acquisition, dissemination and storage but the KPIs revealed through this review will help in transforming stored information as learning for the organization to improve its overall performance.

This review synthesizes prior studies and provides directions for future research.

A novel phenomenon in product and service promotions, social coupons facilitate group buying at lower prices, bringing key benefits to customers, merchants and coupon aggregators. This study maps the evolution and innovations in social couponing, identifies knowledge gaps in the domain and sets the future research agenda.

Through a detailed systematic literature review and bibliometric analysis, this study maps the evolution of social coupons over time. The analysis examines social coupon research by studying research outputs by authors, institutes, countries and research themes. It also explores how the social couponing phenomenon has benefited the three key stakeholders: customers, merchants and coupon aggregators.

An innovation in couponing, social coupons are discount coupons that feature group buying, pre-purchase and daily deals. Based on the extensive review of extant literature, the study proposes a conceptual model for the social couponing process. The study also provides inputs for future research on social coupons and delineates their academic and managerial implications.

This study makes a pioneering endeavor to comprehensively map the knowledge structure of social coupons from multiple dimensions.

This paper aims to identify and discuss new and novel business paradigms in China and India. In addition, this study examines the new business environment in those countries (2020 onwards) in the context of COVID 19 and explores the challenges and opportunities in the post COVID period.

Based on content analysis, this study discusses contemporary topics such as innovation, exports, foreign direct investment, technology, social capital, board independence as part of corporate governance and explores novel themes such as consumer behaviour in regard to luxury brands and women entrepreneurship in an emerging country context in this paper.

It was found that there are several novel paradigms in the context of China and India. A paradigm shift in diplomatic relations has taken place as an aftermath of COVID-19 in the world.

This paper explores most of the unique dimensions of new and novel paradigms in the context of China and India.

This paper reviews the literature on internationalization barriers of small and medium enterprises (SMEs) from developing countries. The purposes of the study are: (1) to explicitly point out specific factors influencing the growth and internationalization of SMEs from developing countries and (2) to identify the research gaps to provide lucid and succinct directions for future research in this area.

The authors selected relevant papers from journals listed on Web of Science and Scopus databases.

It was found that there are large number of questions remain unanswered regarding the internationalization of SMEs from developing countries regarding the factors determining their growth and internationalization.

This review distinctively accentuates previous studies on such barriers influencing the growth of SMEs from developing countries and systematically synthesize the issues faced by those SMEs. Thus, the authors seek to provide a comprehensible platform for researchers working in this area.

The entry of multinational firms is likely to increase competition and provide better deals to consumers in emerging markets such as India, China and Brazil. In this context, this paper aims to examine the factors determining the consumers’ preferences for shopping at large malls in an emerging market as compared to small outlets (in particular, young consumers’ preferences).

The present study is based on a survey of 200 consumers at large retail malls in India, the second-fastest growing emerging market.

The findings suggest that mostly young consumers prefer to shop in large malls because of the availability of the latest, well-known brands and discounted prices, which implies that service quality is not a primary factor.

The author posits theoretical propositions to stimulate further research. The insights from the study would be useful for strategic marketing for retailers.

The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving the communication flow to reduce the asymmetry of information between international consumers and the firm. This notion is adopted, enhanced and strengthened by signaling theory. Signaling theory has recently received the attention of international marketing scholars.

The systematic review methodology was applied for the purpose of identifying the relevant studies. We extracted academic articles over the last 23 years from the domain of international marketing that directly contribute to signaling theory based on 57 journal articles extracted through the systematic review process.

Based on systematic research the results reveal that the topic has grown and continues to expand within the broader international marketing field. We offer a theoretical conceptual framework to better understand signaling theory in the context of international marketing.

The authors map and critically evaluate the use of signaling theory in international marketing. Relevance of signaling theory in international marketing is growing and authors present an integrative framework that organizes the existing literature, and provides scholars to further expand on emerging themes of the domain. The paper offers some useful future research directions.

The paper aims to examine new research on the internationalization of small- and medium-sized enterprises (SMEs) in Pacific Island Nation country Fiji.

A multiple case qualitative method was used which adopted a purposeful sampling methodology through semi-structured interviews to test propositions and present preliminary findings.

The authors find that, SME internationalization in Fiji is driven by management competence (MC) and entrepreneurial orientation (EO) and is hindered by the unfavourable institutional environment. The authors then develop a conceptual model and propositions to further explore these enablers and the inhibitors of Fiji SME internationalization. The authors’ findings have important implications for managers in improving their firms’ international performance.

This is a pioneering effort to evaluate the relationship between the factors of EO, MC and institutional distance and their impact on the international performance of SMEs. This paper contributes to the existing literature on international entrepreneurship through the examination of SMEs’ internationalization activities in Fiji.

Conventionally, consumers perceive luxury products as a means of displaying their wealth and prosperity. Consumption of luxury products has usually been considered the prerogative of the Western world. Although there are a number of studies capturing the pre-purchase and purchase behaviour of consumers, there is a dearth of quality studies that have been conducted in this field to understand the post-purchase behaviour of consumers towards luxury brands, especially in the context of young shoppers in an emerging market context. Studying the post-purchase behaviour of shoppers is important to understand their experience with the brand. A negative experience could lead to a post-purchase dissonance, which in turn could lead to an unbalanced or distorted attitude towards the brand and other marketing stimuli. Keeping this in consideration, the purpose of this study is to explore the experiences and attitudes of young shoppers in India towards luxury consumption.

The study captured responses from young shoppers of Chandigarh and its satellite cities located in the relatively prosperous northwest region of India. The data were collected from 200 participants through a structured questionnaire that was based on an adapted “Attitude towards the concept of luxury” scale by Dubois and Laurent (1994) and “Brand Experience” Scale by Brakus et al. (2009). The structural equation modeling technique was applied to test the proposed model.

The empirical results indicate that sensory, intellectual, behavioural and affective experience play a significant role in building the attitude of consumers towards luxury brands.

The study selected university students from Chandigarh (India) Tricity region as target respondents, which may limit the generalisability of the results to other target respondents in different regions of India or other countries.

The study is useful for researchers, academicians, marketers and retailers of luxury brands, as it gives fresh insights into understanding the consumer behaviour of a young segment towards the consumption of luxury brands in the post-purchase scenario, especially in the context of an emerging market.

The uniqueness of the study lies in the fact that it examines the post-purchase behaviour of a segment consisting of young, educated and aspirational individuals in one of the world’s fastest-growing major economies.