International Marketing Review
Issue(s) available: 228 – From Volume: 1 Issue: 1, to Volume: 41 Issue: 7
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Volume 22
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization
Hannah S. Lee, Göksel Yalcinkaya, David A. GriffithCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although…
Export market orientation, performance and international partner selection: word-of-mouth referral versus direct contact
Ryuta Ishii, Mai KikumoriExport market orientation can be broadly divided into intelligence (generation and dissemination) and responsiveness activities. Although previous studies assess intelligence and…
Internationalisation through digital platforms: a systematic review and future research agenda
Chanjuan Gong, Xinming He, Jorge LenglerThis paper systematically reviews and scrutinises the current development of studies concerning digital platform use in firms’ internationalisation. It also provides a research…
Platform success in the international marketplace: reconfiguring digital resources for marketing agility
Chenchen Weng, Martin J. Liu, Dandan Ye, Jimmy Huang, Paul C.Y. LiuThis paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan