International Marketing Review最新文献

{"title":"Launching new products in international markets: waterfall versus sprinkler strategy of Korean SMEs","authors":"H. Cho, Jong-Ho Lee, Insik Jeong","doi":"10.1108/imr-05-2022-0106","DOIUrl":"https://doi.org/10.1108/imr-05-2022-0106","url":null,"abstract":"PurposeThe purpose of this study is to investigate an understudied topic—new product strategy in international markets. Specifically, this study aims to address the crucial role played by organizational characteristics and market characteristics in determining a firm's decision of adopting either a waterfall or a sprinkler product strategy for international markets.Design/methodology/approachThe empirical analysis was conducted using survey data collected from a sample of 171 Korean small and medium enterprises (SMEs). This study uses logistic regression analysis to test the relationships among organizational characteristics, market characteristics and a firm's international product strategy.FindingsThe empirical results suggest that firm characteristics, such as higher degree of internationalization, lead the firms to choose the sprinkler strategy. Moreover, this research finds that a firm's choice between the waterfall and the sprinkler strategy varies depending on market characteristics such as competitive intensity and market turbulence. The findings indicate that the sprinkler strategy is more optimal for use when firms operate under a high level of competitive intensity, whereas a waterfall strategy is more suitable for firms that encounter a high level of market turbulence in targeted foreign markets.Originality/valueThis research contributes to the international marketing literature by exploring the impact of organizational characteristics and market characteristics on a firm's new product strategy in international markets.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43034871","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of online channel in influencing perceived firm size and brand authenticity in international marketing","authors":"F. Septianto, Arnold Japutra, P. Putra, Tyson Ang","doi":"10.1108/imr-03-2022-0070","DOIUrl":"https://doi.org/10.1108/imr-03-2022-0070","url":null,"abstract":"PurposeThis research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered.Design/methodology/approachThree experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands.FindingsThe findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism.Originality/valueThe findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41630419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market","authors":"Leslie Lang, Abhishek Behl, Francisco Guzmán, V. Pereira, M. Del Giudice","doi":"10.1108/imr-06-2021-0200","DOIUrl":"https://doi.org/10.1108/imr-06-2021-0200","url":null,"abstract":"PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44408767","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social media and international business: views and conceptual framing","authors":"M. Saari, L. Haapanen, P. Hurmelinna-Laukkanen","doi":"10.1108/imr-06-2021-0191","DOIUrl":"https://doi.org/10.1108/imr-06-2021-0191","url":null,"abstract":"PurposeThe objective of this paper is to increase understanding of social media in international business context. To this end, the authors make an attempt to integrate the existing, still somewhat limited views in a framework that advances the knowledge of scholars and decision-makers on this topic.Design/methodology/approachThe authors conduct a conceptual study supported by use of a systematic literature review method.FindingsThis study shows marketing as a dominant area of discussion and reveals that many firm functions where social media plays a role have received relatively little attention. Furthermore, the study shows that the positive features of social media in international activity tend to be more widely acknowledged and better understood than the potentially problematic aspects.Research limitations/implicationsThe number of articles analyzed in this study was relatively small, resonating with the nature of an emerging research area. Research on social media has only taken off over the last years, and it is understandable that there is limited research that connects it specifically to phenomena of international business.Practical implicationsThis study reminds managers to be cautious when using social media in international markets. The relationship between social media and international business exhibits dynamism and is dependent on a variety of factors. Social media does not come without costs, nor is easily transferred from one market to another. Efficient use of this media in the international context may increase the need of specific and qualified human resources, and it may necessitate having the whole process from R&D to delivery, and beyond, ready for adaptation.Originality/valueIt can be argued that we know too little about the relevant factors and relationships between social media and international business. The authors hope that this study revealing the scarcely studied aspects and suggesting a tentative framework for capturing the dynamics of social media and international business can guide subsequent research and accelerate its emergence.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62049221","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond","authors":"D. Vrontis, J. Hulland, J. Shaw, Ajai S. Gaur, M. Czinkota, M. Christofi","doi":"10.1108/imr-09-2022-390","DOIUrl":"https://doi.org/10.1108/imr-09-2022-390","url":null,"abstract":"","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42858805","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Enhancing servitization by international consumer integration: the influence of open innovation and co-creation","authors":"Allam K. Abu Farha, O. Al-kwifi, Georgia Sakka, P. Nguyen, Z. Ahmed","doi":"10.1108/imr-12-2021-0361","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0361","url":null,"abstract":"PurposeResearch demonstrates that servitization can achieve competitive advantages for firms; however, many firms are unable to achieve their target values due to various challenges. This study proposes a new model in which open innovation and co-creation are utilized to access consumer knowledge during the servitization process when developing customized services for international markets.Design/methodology/approachAn online survey was used to collect the data from 150 manufacturing firms. The data were analyzed using the partial least squares (PLS) approach.FindingsThe results indicate that open innovation positively affects servitization strategy. Moreover, consumer co-creation moderates the impacts of servitization on firm performance.Practical implicationsThis study confirms the significant role of open innovation and consumer integration in the servitization process, establishing that managers should effectively integrate different stakeholders from the service design stage (through open innovation) to the service delivery stage (through co-creation).Originality/valueThe paper's results prominently advance the present body of servitization literature by showing how the implementation of open innovation improves the servitization process, an issue that has been ignored in previous studies. Moreover, it seeks to resolve the inconsistent results on servitization's effect on performance by indicating the role of consumer co-creation in the servitization–performance link.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42524421","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A vicarious learning perspective on the relationship between home-peer performance and export intensity among SMEs","authors":"Matthias Baum, Sui Sui, Shavin Malhotra","doi":"10.1108/imr-01-2022-0026","DOIUrl":"https://doi.org/10.1108/imr-01-2022-0026","url":null,"abstract":"PurposeHome-peer firms (i.e. firms from the same industry and country) noticeably influence the internationalization behavior of small-to-medium-sized enterprises (SMEs). Drawing from vicarious learning literature, the authors theorize how home-peer firms' success in export markets affects SMEs' export intensity into those markets.Design/methodology/approachThe authors test the hypotheses on a sample of 32,108 Canadian SME exporters. A Tobit model was used to examine the effect of home-peer performance and its interactions with firm age, export experience, and geographic and institutional distance on export entry intensity.FindingsThe authors find that SMEs are more likely to enter export markets with higher intensity if home-peer firms perform well in those markets. This home-peer influence is stronger when the SME lacks export experience, when the home-peer information is more recent, and when environmental uncertainty is high.Originality/valueThe study is among the first to show empirically that the performance of home-peers positively influences the export intensity of SMEs in international markets, suggesting that SMEs use this measure to inform their internationalization strategies.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49188522","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions","authors":"A. Agnihotri, S. Bhattacharya, N. Yannopoulou, A. Thrassou","doi":"10.1108/imr-09-2021-0287","DOIUrl":"https://doi.org/10.1108/imr-09-2021-0287","url":null,"abstract":"PurposeThe article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely, market attractiveness, institutional environment and national culture differences between the home and host country.Design/methodology/approachThe study employs a conceptual framework typology that interrelates, contextualizes and conceptualizes extant knowledge to develop explicit propositions.FindingsBased on the extant literature, using a 2 × 2 matrix, the authors delineate the influence of two dimensions of servitization on entry mode decisions: customer relationship focus and digitalization focus. They conceptualize that relationship management and digitalization-based servitization have an antagonistic effect on the need for entry mode resource commitments, and macroenvironmental factors' favorability moderates this tension.Research limitations/implicationsThe study extends and incorporates the servitization literature into the context of international marketing by exploring the combined effect of the two most significant dimensions of servitization, i.e. investment in customer relations versus investment in digitalization on entry mode, thus delivering valuable new insights and perspectives, as well as explicit propositions toward empirical testing.Practical implicationsThe authors’ framework increases foreign market managers' awareness of how servitization drives entry mode decisions of firms in international markets. Also, the framework explicates how the host country's market attractiveness, institutional environment and difference with the home country's national culture tangibly influence the relationship.Originality/valueThe study provides novel insights into the implications of servitization on international marketing, particularly regarding foreign market entry mode. The study also elucidates the combined effect of two servitization dimensions, i.e. customer relations and digitalization – a critical research area in which the literature is scant.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-10-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48332276","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Same, same but different! New service development in the context of emerging markets: a review","authors":"Anna Dubiel, Prokriti Mukherji","doi":"10.1108/imr-01-2021-0047","DOIUrl":"https://doi.org/10.1108/imr-01-2021-0047","url":null,"abstract":"PurposeThe purpose of this paper is to systematically review and critically examine the international marketing and innovation management research on new service development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and managerial relevance of the field.Design/methodology/approachA systematic review of published empirical literature from peer-reviewed journals focusing on an 11-year period, 2010–2020, was undertaken. Further, bibliometric and text mining analyses were conducted using VOSviewer and Leximancer software programmes.FindingsThis analysis of 36 journal articles reveals that NSD research is a dynamic field with an increasing number of quantitative, multi-country and multi-method studies encompassing a variety of geographical settings and industries.Originality/valueDoing justice to this vibrant field of research and its managerial importance, the authors create an overview of existing empirical studies to serve as a repository of knowledge on NSD for both academics and practitioners. Further, the authors offer a thematic and temporal overview of the content of existing studies. Drawing upon the abovementioned, the authors suggest some promising avenues for future research.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44730322","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Supply chains and ecosystems for servitization: a systematic review and future research agenda","authors":"Philip Davies, Yipeng Liu, M. Cooper, Y. Xing","doi":"10.1108/imr-10-2021-0318","DOIUrl":"https://doi.org/10.1108/imr-10-2021-0318","url":null,"abstract":"PurposeRecent research has recognised the importance of supply chains and ecosystems as key drivers of successful servitization strategies, especially in the context of inter-organisational relations (IOR). The body of knowledge has, however, become increasingly fragmented and diverse due to different disciplinary roots of both servitization and IOR research. The purpose of this paper is to take stock of current knowledge and to generate a set of future research directions for servitization-related supply chain and ecosystem research.Design/methodology/approachA systematic review methodology was applied. A thematic analysis was conducted on a sample of 34 papers in the period 2010–2021 to identify the key themes within the servitization-related supply chain and ecosystem literature.FindingsThe review revealed a limited, but expanding, knowledge base for servitization-related supply chain and ecosystem research. The findings provide insight into current trends across four thematic areas: theoretical orientation, methodological approaches, research context and research content. Within these themes, it was found that four main areas of research content have been studied (supplier relationships, risk perception and uncertainty, capability development and resource integration), with most research adopting case-based methodologies within three main industrial contexts: manufacturing, industrial and software. Finally, a broad range of theoretical orientations have led to an increasingly fragmented and diverse literature base.Originality/valueThis study is the first to review servitization-related supply chains and ecosystems. It contributes insights through an IOR lens to categorise and organise a core set of themes and concepts for servitization-related supply chain and ecosystems research. It identifies research gaps within the extant literature and presents a set of future research directions.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46038712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}