Advances in international marketing theory and practice

Abstract

1. IntroductionRecent decades have witnessed the rise of global business, stemming from theconvergence of economic conditions world-wide, the liberalization of national tradepolicies, regional economic integration, and advances in communication, transpor-tation, and information technologies (Cateora & Ghauri, 2000). These sweepingchanges have led to an increasing number of firms seeking opportunities in inter-national markets to achieve their growth objectives, as well as to safeguard theirmarket position and ensure survival (Leonidou, Katsikeas & Samiee, 2002). Withthe value of international trade now standing at $7.6 trillion (World Trade Organiza-tion, 2002), international market entry and expansion decision-making is now a cru-cial aspect of contemporary business policy (Cavusgil, 1998). Notwithstanding this,firms often struggle to develop and maintain successful international market oper-ations, due largely to the multiple, diverse, and idiosyncratic nature of foreignenvironments (Samiee & Walters, 1990).The international marketing literature has grown exponentially in recent years inorder to offer sufficient support to corporate and public policy makers confrontingtoday’s hostile global business conditions. The advancement of international market-ing theory is of vital interest to national economies and individual firms alike. At themacroeconomic level, international marketing provides the opportunity to accumulateforeign exchange reserves, improve national productivity, and enhance general qual-ity of life (Czinkota, 1994). At the microeconomic level, firms see international mar-keting as a tool for boosting corporate growth, improving financial performance, and