International Market Research Articles (Page 1)

Purpose This research systematically investigates the main themes in international marketing and management (IMM) literature published between 1983 and March 2025. Drawing on a comprehensive review of academic publications, it uncovers prevailing research trends and outlines a future agenda, with special attention to the role of artificial intelligence (AI) in shaping the field. A distinctive feature of this review is its focus on international selling, which serves as the lens for examining how AI is reshaping IMM theory, practice and research development. Design/methodology/approach The analysis is based on a dataset of 450 peer-reviewed articles sourced from 38 top-tier (Q1) marketing journals. These articles were selected through a keyword-based search strategy targeting titles and keywords explicitly related to IMM. The study employed a hybrid systematic review combining bibliometric analysis and qualitative content analysis, utilizing KH Coder 3.0. Techniques such as multidimensional scaling and co-occurrence network analysis were applied to extract thematic structures and research patterns. Findings The findings indicate a notable shift in IMM research over time, reflected in evolving topics, methods and theoretical approaches. Four main themes and eleven sub-themes were identified. These include (1) international management strategies; (2) market entry strategies – covering cultural distance, strategic alliances, Chinese market contexts, international joint ventures and cross-border acquisitions; (3) digital marketing strategies, with emphasis on platform-based sales and online retail and (4) internationalization and global expansion, informed by transaction cost theory, institutional environments and the roles of small and medium-sized enterprises and multinational corporations. Five emerging themes in the application of AI contribute to enhanced customer satisfaction, stronger engagement and loyalty, more effective co-creation processes, refined market entry strategies, deeper insights into consumer behavior and technological trends and improved performance in omnichannel retailing. Originality/value Unlike prior reviews that examine digitalization and international marketing in isolation, this study uniquely positions international selling as the central lens to explore how AI is transforming research themes, theoretical foundations and managerial practices in IMM.

Purpose Counterfeiting poses a growing threat to global luxury brands. While international marketing research has largely focused on the antecedents of counterfeit purchases and cross-cultural differences, the understanding of postpurchase regret remains limited. As a result, firms lack clear guidance on when to adopt specific anti-counterfeiting strategies. This study aims to address this research gap by examining how self-referential mechanisms, namely, cultural identity conflict and self-construals, shape postpurchase regret among bicultural consumers. Design/methodology/approach The authors conducted two studies to test their hypotheses. Study 1, a survey, examines how cultural identity conflict moderates the relationship between bicultural consumers’ attitudes toward counterfeits and postpurchase regret. Study 2, an experiment, demonstrates how priming self-construals can shift the source of postpurchase regret, also moderated by cultural identity conflict. Findings The findings demonstrate that bicultural consumers’ self-construals can be primed to amplify either guilt-based or shame-based postpurchase regret. However, this priming effect is most effective among biculturals who experience low levels of bicultural conflict. In contrast, for biculturals with high levels of cultural conflict, the relationship between attitudes toward counterfeit goods and postpurchase regret is significantly weaker. Research limitations/implications The authors build on their findings to propose an integrative model of counterfeit purchasing, ranging from prepurchase antecedents to postpurchase regret. Practical implications The proposed model helps companies design actionable strategies, such as activating bicultural consumers’ guilt and shame emotions, subsequently increasing their postpurchase regret to deter unethical counterfeit purchases. Originality/value First, this paper challenges the common approach in the counterfeiting literature of examining only prepurchase motivations, which limits its utility for explaining whether a consumer will repeat counterfeit purchases over time. Second, it further dissects the two negative emotions, guilt and shame, that come along with postpurchase regret of counterfeit products. Third, it contributes to the cultural identity literature by examining the interaction between consumers’ self-construals and cultural identity conflict.

Abstract When the Treaty of Rome (the Treaty) was signed, the legal profession believed it had no impact on its organisation. Yet, from the very beginning, the Directorate General (DG) Internal Market started to work on a directive that would facilitate the circulation of lawyers within the European market. This article is based on the analysis of the 16-year debates leading up to the adoption of the 1977 Directive, which facilitate the effective exercise by lawyers of freedom to provide services. It adopts a bottom-up, actor-centered approach, to understand the role of lawyers and the importance of legal professions in the construction of the common market. Using archival study, interviews and legal analysis, the article shows that the integration of European legal professions cannot be understood without studying the historical structures of each national profession. Moreover, the rallying of lawyers to the European project can only be attributed to the active interpretative work of multipositioned actors.

Against the backdrop of deepening globalization and digital integration, emerging international markets, characterized by large populations, rapidly growing educational demands, and progressively upgraded digital infrastructure, have become pivotal hubs for educational technology (EdTech) enterprises to expand their global presence. However, the unique characteristics of these markets, including cultural diversity, divergent consumer behaviors, and uneven digital maturity, pose challenges to traditional digital marketing strategies. This results in EdTech products facing issues such as inefficient user acquisition, insufficient brand awareness, and suboptimal conversion rates. To address these challenges, this paper focuses on optimizing digital marketing strategies for EdTech product sales in emerging international markets. This paper focuses on the optimization of digital marketing strategies for Ed Tech product sales in emerging international markets. Through analyzing the pain points in the application of current strategies, this paper proposes a systematic optimization path from four dimensions: localized content construction, multi-channel coordination and integration, user life cycle operation, and data-driven decision making.

Illegal trade in sharks and rays continues to undermine global conservation efforts, with enforcement often hampered by the inability to identify products to the species level. Here, we present a portable, cost-effective High-Resolution melt (HRM) assay for rapid DNA-based identification of elasmobranch species in trade. Using a reference library of 669 vouchered tissue samples collected from field operations and international market surveys, we validated the assay’s capacity to accurately differentiate at least 55 shark and ray species based on melt curve profiles, including 38 species listed under the Convention on International Trade in Endangered Species of Wild Fauna and Flora. Automated image classification enabled high-throughput identification with 99.2% accuracy. The assay yields results within two hours at a per-sample cost of $1.50, and is compatible with portable qPCR platforms, making it suitable for on-site applications. This approach represents a scalable molecular enforcement tool that can empower local authorities to monitor trade more effectively, support compliance with international regulations, and enhance global efforts to combat wildlife trafficking.Supplementary InformationThe online version contains supplementary material available at 10.1038/s41598-025-22370-y.

This article aims to explore and assess Thailand's legal preparedness for the liberalization of architectural professional services within the ASEAN framework. It focuses on the Mutual Recognition Arrangement (MRA) for the architectural profession, which is part of the ASEAN Framework Agreement on Service (AFAS) aimed at creating a single market for trade in services among ASEAN. The article points out the necessity of amending the main law, the Architects Act, and related subsidiary laws to be in line with international obligations and the changing context of the labor market, particularly to facilitate architects from ASEAN member countries to practice their profession in Thailand under specified conditions. The liberalization of trade in services is a key obligation for Thailand under the World Trade Organization (WTO) through the General Agreement on Trade in Service (GATS), which includes professional services like architecture. In 2007, Thailand signed the ASEAN MRA on Architectural Services to set standards and qualifications for "ASEAN Architects" to enable them to mobility and practice more easily within member countries. However, the Architects Act B.E. 2543 (1999) in effect at the time did not have clear provisions to support international professional practice under this agreement. Consequently, the Architect Council of Thailand had to review and amend the law to remove legal obstacles and prepare for the implementation of the agreement. The objectives of this study are: 1) to study the Architects Act and other related laws concerning trade in architectural services; and 2) to propose guidelines for the development of subsidiary laws in line with the agreement on architectural services to professional organizations and educational institutions, to prepare for the professional practice of ASEAN architects. The review of related laws and agreements systematically analyzes the key elements of the MRA on architectural services, which detail the qualifications of ASEAN architects, such as having a professional license, a minimum of 10 years of work experience, and continuous professional development. The analysis also covers the Architects Act B.E. 2543 (amended in B.E. 2566), highlighting amendments that added provisions to support international agreements. These changes allow the Architect Council to issue necessary subsidiary laws for foreign architects who wish to register as ASEAN Architects in Thailand. The research also examines other relevant laws that could be obstacles for foreign professionals, such as the Foreign Business Act B.E. 2542 (1999) and the Ministry of Labor's announcement that prohibits foreigners from working in the architectural profession. The article points out that even though these laws have exceptions for professionals entering under international agreements, they still lack clear coordination and direct linkage with the professional law, leading to confusion in practice. This qualitative research, which relies on document analysis, interviews, and considerations from a working group of stakeholders, aims to understand the gaps and limitations of existing laws and provide reasoned policy recommendations. The study findings indicate that Thailand has prepared subsidiary laws to support the registration of ASEAN architects, covering both Thai architects who wish to become ASEAN Architects and foreign architects from ASEAN countries. However, these legal measures are merely defensive and have not yet led to a significant movement of architectural professionals within ASEAN, due to practical limitations. These include the requirement for foreign architects to still obtain a professional license in the host country and the domestic laws of each country that continue to pose certain limitations or obstacles. Therefore, the researchers recommend proactive measures to encourage actual professional practice, such as promoting negotiations and cooperation with professional organizations in other ASEAN countries to create pilot projects, disseminating information about the MRA and the liberalization of services through professional associations and relevant agencies, and adjusting educational curricula to align with architectural standards within ASEAN to enhance the competitiveness of Thai students and graduates in the international labor market. Additionally, they suggest issuing joint operational guidelines between the Architect Council and related government agencies to ensure transparent and practical implementation.

Purpose This study investigates how foreign residents’ emotions towards local people, specifically affinity and animosity, develop throughout their residency and influence brand engagement in social media communities. It explores both linear and nonlinear emotional adaptation to offer a dynamic view of country emotions. Design/methodology/approach This study conducted a survey of foreign residents in Japan. It employed structural equation modelling to examine the relationships among residency duration, affinity, animosity and brand engagement. Both linear and quadratic terms were included to capture curvilinear patterns and mediation effects were tested. Findings The results revealed that residency duration negatively influenced affinity, exhibiting a curvilinear (inverted U-shaped) relationship, with affinity increasing initially and then declining during moderate to longer stays. Meanwhile, animosity exhibited a U-shaped pattern, rebounding midway through the residency. Affinity positively predicted brand engagement, while animosity showed a weak positive effect. Affinity significantly mediated the effect of residency duration on brand engagement, with additional evidence of competing non-linear indirect effects through both emotions. Originality/value This study enhances international marketing research by expanding the country emotion literature to foreign residents, an overlooked group whose emotions arise from direct experiences rather than distant perceptions. It highlights the emotional complexity of adaptation using both linear and curvilinear modelling and introduces brand engagement in digital brand communities as a novel outcome variable shaped by emotional dynamics.

Announcing the <i>Journal of International Marketing</i> Award Winners

Standardization of nanoecotoxicology to facilitate grouping strategies for engineered nanomaterials.

A great deal has been written about the US boom in natural gas supply and its ultimate role in transforming the nation from its expected position in 2008 as the world's largest importer of liquefied natural gas (LNG) 1 to its current status as the world's largest exporter. 2 To make this transition possible, more than 14 billion cubic feet (Bcf) per day of export capacity is operational, with facilities under construction or having passed final investment decisions (FID), doubling to 28 Bcf/day by 2030. The first facility in this export boom, Cheniere Energy's Sabine Pass LNG facility, has been called the largest single‐point natural gas load in the US. 3 My colleagues and I tend to focus on the sources of supply and the supporting infrastructure for all of this export activity. However, we can never lose sight of the actual market for LNG, which is part of the highly complex global energy market.

Purpose This paper aims to provide a conceptual framework on the effect of the theological and political values of the upper echelon on the international marketing strategy of firms covering (a) the scope of internationalization, (b) the market entry mode and (c) compliance vs cooperative CSR with global value chain partners. Design/methodology/approach The authors base this paper on a review and analysis of theories on theological values and political ideology with conceptual development and future research directions. Findings The authors propose how theological values, i.e. spiritual and religious values and conservative vs liberal political ideologies, result in the development of cultural intelligence and a global mindset of the upper echelon and how these cognitive attributes then drive three different dimensions of international marketing strategy, i.e. the scope of internationalization, the choice of market entry mode and cooperative vs compliance CSR initiatives with global value chain partners. Originality/value The paper provides a comprehensive understanding of the impact of scantly explored upper-echelon traits, i.e. theological values and political ideology, on different dimensions of international marketing performance of firms, ranging from the scope of internationalization to the choice of CSR activities in international markets.

Now-a-days, a great volatility is emerging in international market which is a consequence of “Geopolitical Disturbance”. “International Trade Instability” is also an outcome of imposed tariff which is responsible to increase international conflicts of international trade and also affects investor confidence and currency stability. Although, across the world, international businesses could be either postponed or withdrawn investment choices due to politically risky areas as the possibility of asset confiscation or sudden legislative changes. Further, protectionist moves are frequently sparked by geopolitical changes as nations attempt to preserve their own sectors. Mixed methodology ha been used to justify the primary objectives of this research study, which exposed some major points like as economic sanctions implemented as a foreign policy instrument can limit particular countries' access to markets, forcing companies to look for other trading partners or rearrange supply chains—often at greater costs. Major findings follow as changes in trade rules, disrupt supply networks, and create uncertainty in the economy mentioned in this research paper. Secondary data has been used to found relevant influencing the distribution of capital, products, and services, these disruptions—which include conflicts, sanctions, and disputed territories as well as modifications in political alliances—have an impact on international markets. As a conclusion of this research paper, it is found that geopolitical disturbance leads to tariff increases and other impediments that lower the volume of trade and reduce the world's economic expansion.

Employee satisfaction is a crucial factor affecting organizational performance, productivity, and overall workplace efficiency. This study investigates employment satisfaction within the Greek technology sector through sentiment analysis, focusing on employees’ responses through the Employee Experience-Satisfaction (EmEx-Sa) questionnaire. The study employs natural language processing (NLP) and, in particular, the lexicon-based sentiment analysis methodology to analyze data from 208 employees across the entirety of Greece, obtained from open and semi-open questions, multiple-choice alternatives, and demographic questions. The objective is to utilize data from sources such as the Michigan Organizational Assessment Questionnaire (MOAQ), Minnesota Satisfaction Questionnaire (MSQ) and Job Descriptive Index (JDI) to determine the primary elements that impact job satisfaction and, by applying principles of organizational ergonomics, gain insight into the attitudes and emotions of employees. Results reveal that the working environment (total sentiment score: 21.50) is the primary driver of positive sentiment, while salary (total sentiment score: −18.72) is the main source of dissatisfaction. Sentiment regarding superiors is more balanced, leaning slightly positive (total sentiment score: 0.02), but the analysis indicates opinions lack significant polarization. The findings delineate critical factors influencing job satisfaction, encompassing the work environment, leadership quality, salary, and opportunities for professional advancement. The research underscores the significance of internal marketing tactics in fostering engagement, trust, and transparency between management and employees and provides actionable suggestions for boosting working conditions, fostering employee well-being, and improving organizational performance, underscoring the strategic imperative of prioritizing job satisfaction.

Biodiesel is a renewable fuel with great potential to support energy transition in Indonesia. This research aims to analyze the impact of the policy of developing biodiesel on CPO prices. Time series and secondary data from January 2015 to December 2023 were used in this research with the Autoregressive Distributed Lag (ARDL) method. The dependent variable was the domestic CPO prices and the independent variable were the price of CPO in the international market, biodiesel production volume, exports of CPO and its processed products, price of palm cooking oil, export levies, export duties, CPO production volume, and the Rupiah exchange rate against the United States Dollar. The results in the short run was the domestic CPO prices were influenced positively and significantly by the volume of biodiesel production, the export volume of CPO and its processed products, and the price of palm cooking oil. In the long run, domestic CPO prices were significantly and positively influenced by international CPO prices and palm cooking oil prices. At the same time, export levy, CPO production volume, and the Rupiah exchange rate are significantly and negatively influenced. These results indicate that biodiesel production impacts the prices of biodiesel raw materials and cooking oil in the short run.

Ivory Coast accounts for approximately 40% of global cocoa production, with an annual average output of 2 million tons, consolidating its position as the world’s leading producer. Over 6 million people nearly one-quarter of the Ivorian population depend directly or indirectly on this sector. The quality of cocoa beans, particularly their degree of fermentation, plays a decisive role in determining the competitiveness of Ivorian cocoa on an international market that is increasingly demanding in terms of sensory attributes, food safety, and environmental sustainability. Fermentation, which contributes 25 to 30 % of the post-harvest added value, is a critical step that shapes the organoleptic properties (aroma, color, texture) of the final chocolate product. However, nearly 35% of exported beans exhibit defects related to incomplete or poorly managed fermentation, leading to economic losses estimated between 10 % and 30 % of the potential export value. These shortcomings are largely due to the heterogeneity of fermentation practices, in-adequate equipment, limited knowledge of microbial dynamics, and insufficient incentives for quality enhancement. This article explores current trends in cocoa bean fer-mentation in Ivory Coast through five key dimensions: 1) scientific and microbiological foundations of the process; 2) traditional practices and their limitations; 3) market requirements and economic challenges; 4) emerging technological and organizational innovations; and 5) future prospects for standardization and traceability. The study underscores the urgent need for national quality standards and differentiated valorization mechanisms for well-fermented beans, which can command premium prices of up to US/$300 per ton. Strengthening the technical capacity of local stakeholders, modernizing fermentation infrastructure, and integrating research-based innovations are essential levers to ensure the high marketability of Ivorian cocoa.

In recent years, the tire industry has faced a significant increase in trade barriers in the international market, and the situation of overcapacity in the domestic market has continued to deteriorate. China's tire industry has been under continuous pressure amid the dilemma of "revenue growth without corresponding profit increase". This paper elaborates on three aspects: an analysis of the current situation and a brief account of the causes of China's tire industry, an analysis of the risks faced by China's tire industry, and research conclusions and future trends of China's tire industry. The types of investment risks in China's tire sector are complex. The uncertainty caused by fluctuations in raw material prices: core raw materials such as rubber and carbon black are affected by multiple factors including global supply and demand, natural conditions, trade policies, and international situations, leading to significant price fluctuations. This has significantly increased production costs and eroded corporate profitability. Market competition is extremely fierce: overseas brands dominate the high-priced market, while local enterprises concentrate on competition in the mid-to-low-end sector. New entrants face challenges such as difficulties in market development and low brand recognition. Price competition and technological competition within the industry have further intensified market pressure. Although technological upgrading is the core driving force for progress, it involves high R&amp;D costs, long cycles, and uncertain results. The industrialization of innovative technologies also needs to address challenges such as insufficient market recognition. If enterprises respond slowly, they may lose development opportunities or even be eliminated by the market. In addition, with the improvement of global environmental protection requirements and the strengthening of supervision, the environmental protection expenditures of tire manufacturers have increased accordingly, further compressing profit margins. Failure to adapt to regulatory adjustments in a timely manner may result in severe consequences such as penalties or production restrictions. When investing in this sector, investors need to comprehensively assess the above risks, formulate response plans, continuously pay attention to industrial trends and market dynamics, and dynamically optimize operational strategies.

In the first half of 2025, the international gold market will show a rare rally, which is closely related to the explosive growth of gold Exchange Traded Fund (ETF) holdings. Studying the relationship between gold ETF holdings and gold prices provides new signal perspectives and methodological support for understanding the mechanism of the gold market. Most of the existing research focuses on the one-way relationship between open interest and gold prices, or focuses on volatility elasticity, and ignores price level dynamics. Based on the dynamic relationship mechanism between gold price and ETF holdings, this paper aims to study the effect of their interaction and their realization process. The multivariate time series analysis framework was constructed using the Vector Autoregression (VAR) model, and the dynamic interdependence between variables was evaluated by the Granger causality test, impulse response, and variance decomposition. The data processing phase includes variable renaming, time index generation, and logarithmic processing of key variables to improve the robustness and interpretability of the model. The empirical results show that there is a dynamic linkage effect between gold price and gold ETF holdings, showing a three-stage nonlinear interaction (promotion inhibition and then promotion), with a period of about 3 periods, and the fluctuation spillover effect shows certain cyclical characteristics.

Purpose The objective of this research is to provide an empirically grounded and theoretically informed analysis of the influence of innovative entrepreneurship management on industrial competitiveness and the international expansion of the food economy within the broader context of global digital transformation. Design/methodology/approach The study employs a conceptual model underpinned by the stimulus–organism–response (SOR) framework, operationalizing four dimensions of entrepreneurial management: opportunity recognition, entrepreneurial ability, entrepreneurial culture and resource management. A robust quantitative methodology is utilized to estimate the relationships between these constructs, industrial competitiveness and internationalization in the food sector. Findings The empirical analysis demonstrates statistically significant and positive associations between each dimension of entrepreneurial management and both industrial competitiveness and international market engagement, thereby validating the proposed conceptual framework. Originality/value This research provides a new model for understanding the role of innovative entrepreneurship in enhancing industrial competitiveness and facilitating internationalization in the food economy. The findings offer strategic insights for food industry stakeholders aiming to strengthen their position in a rapidly digitizing global market.

The coffee commodity is a commercially valuable plantation product, so its production is required to have and be able to maintain high competitiveness in order to optimally reach the global market. As the world's fourth largest producer, the volume and value of Indonesia's coffee exports fluctuated during the 2011-2021 decade. This study aims to analyze the comparative and competitive competitiveness of Indonesian coffee in the international market using a descriptive quantitative approach. Secondary data were taken from UN Comtrade and the Directorate General of Plantations for the period 2011-2021, analyzed through the Revealed Comparative Advantage (RCA) method, strengthened by Revealed Symmetric Comparative Advantage (RSCA), and Trade Specialization Index (ISP). The results of the RCA and RSCA analysis with values above 0 indicate the comparative advantage of Indonesian coffee, signifying strong competitiveness. Meanwhile, the ISP index shows a competitive advantage, placing Indonesia as a coffee exporting country in the maturity stage. This finding reflects Indonesia's strategic position in the global market despite a decade of export dynamics.

The utilisation of theory, the conceptual framework, the theoretical framework, and the research framework is frequently required to be clearly articulated in academic studies. However, these terms are often used interchangeably without a clear understanding of their distinctions. This scenario is complicated because the terms theoretical, conceptual, and research frameworks are employed differently in different research approaches. This article aims to define these concepts and explain their usage with two research approaches: the objectivist deductive approach, which goes from theory to data, and the subjectivist inductive approach, which goes from data to theory, together with a research framework. The theoretical framework provides the foundation of established theories and principles underpinning the study, offering a broad lens through which the research phenomenon is understood. The conceptual framework, derived from the theoretical framework, refines the understanding by delineating specific constructs and their interrelationships, serving as a guide to address the research objectives. Meanwhile, the research framework translates these constructs into operationalised variables and methodologies, facilitating the systematic collection and analysis of data. Together, these frameworks ensure the study's alignment with established knowledge while enabling methodological rigour and clarity in addressing the research problem. Furthermore, the integration of research, conceptual, and theoretical frameworks not only guides the logical flow of a study and strengthens its academic foundation but also enhances its potential to generate meaningful insights across diverse domains, including business innovation and strategy, international business and marketing, technology and operations management, corporate governance and ethics, human resource and project management, and entrepreneurship.