International Marketing Research Research Articles

Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda

PurposeThe purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper.Design/methodology/approachA systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals.FindingsA systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses.Originality/valueThis paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.

Choices and Consequences: Recommendations for an Improved Understanding of Cultural Distance in International Marketing Research

Cultural distance is an important element in the study of international marketing phenomena. However, scholars have voiced significant concerns with its use. Although reviews of cultural distance have been conducted, no research has yet directly addressed how the choices that scholars make in relation to the conceptualization and operationalization of cultural distance influence our understanding of its role in international marketing phenomena. In this work, the authors review concerns pertaining to cultural distance and use them as a foundation to systematically analyze 83 articles referencing cultural distance in the international marketing literature to understand the choices that have been made. They find significant heterogeneity in conceptualization and operationalization of cultural distance. Then, they examine the empirical consequences of this choice heterogeneity within a single data set of 148 suppliers to a European original equipment manufacturer. The findings demonstrate that differences in conceptualizations and operationalizations significantly influence the observed effects of cultural distance and, thus, the understanding of its role in international marketing phenomena. Last, the authors put forth a series of recommendations aimed to enhance the discipline’s ability to build a strong foundation of knowledge of cultural distance’s role in international marketing phenomena.

Міжнародне маркетингове дослідження ринку ефірних олій

Abstract. International marketing research focuses on identifying and exploring market demand, needs and requirements of particular consumers for goods to substantiate the production and marketing activities of the enterprise and is hence a basis for the activities of the enterprise in international markets and provide an analysis of all components that may affect the effectiveness of international marketing activities. The study has analyzed the state of production, the dynamics of volume of export-import operations for the group of goods "3301 Essential oils and extracted essential oils" for 2016-2020, the prospects for the development of this product group in international markets have been identified. International marketing research of the essential oils market have been conducted in order to open new opportunities for the development of domestic exports of essential oils. The analysis of the state of economic activities of domestic enterprises in 2016 - 2019 by the volume of production of essential oils basic types, analysis of Ukrainian exports dynamics of the product group "3301 Essential oils and extracted essential oils" from Ukraine in 2016 - 2020 have been carried out, largest partners of Ukraine in implementation of export-import operations for this product group have been identified. Evaluation of the export structure of the product group "3301 Essential oils and extracted essential oils" from Ukraine allowed to draw conclusions about the reliability of importing partners of Ukrainian producers of the inspected product group. The analysis of the indicators of TOP-15 world markets of importers of the product group "3301 Essential oils and extracted essential oils" allowed to draw conclusions about the opening of new opportunities for the development of domestic exports of essential oils to the markets of China, India, Spain and Indonesia and available convergent conditions for Ukrainian producers of essential oils.

Dealing with Common Method Variance in International Marketing Research

Common method variance (CMV) is an important concern in international marketing research because presumed substantive relationships may actually be due to shared method variance. Because method effects may vary systematically across cultures and countries, accounting for method effects in international marketing research is particularly critical. A systematic review of Journal of International Marketing articles published during a five-year period (2015–2019, N = 93) shows that (1) authors often report post hoc CMV tests but usually conclude that CMV is not an issue and (2) many post hoc tests are conducted using the Harman one-factor test and the marker variable technique, which have serious deficiencies for detecting and controlling CMV. Drawing on a classification and comparative evaluation of the most common statistical approaches for dealing with CMV, the authors recommend two approaches and propose a procedure for dealing with CMV in international marketing research. The procedure, which is based on multisample structural equation modeling, is illustrated with data from a cross-national pan-European survey (N = 11,970, 14 countries), which shows that even though method variance is present in the data, method effects do not seriously bias the substantive conclusions in this particular study.

International marketing studies in banking and finance: a comprehensive review and integrative framework

PurposeThe purpose of this paper is to provide a comprehensive analysis of international marketing (IM) studies within the context of banking and finance (B&F), articulating its significance and relevance in view of the growing influence of this topic in the global economy.Design/methodology/approachThe systematic review methodology was applied for the purpose of identifying the relevant studies, as well as the key themes and dominant concepts. In establishing a quality benchmark for the review results, the final sample included articles published in peer-reviewed academic journals ranked 3, 4 and 4* in the ABS 2018 journal list, a common practice in existing systematic review studies.FindingsBased on a systematic review of 66 studies, the results reveal that the topic has grown and continues to expand within the broader IM field over the past 35 years. From the proposed integrative framework, it is possible to identify the links between several IM subjects and B&F topics, highlighting a different intensity of studies and in-depth analysis among the various specific areas investigated.Originality/valueThe authors map and critically evaluate the extant IM research in B&F context for the purpose of increasing its coherence, scope and international dimension. Finally, the authors present a multidisciplinary, integrative framework that organizes the existing literature, provides the theoretical basis for scholars to further expand the boundaries of the domain and serves as a guiding tool for practitioners.

Internationalization of culture and soft power

PurposeThis study aims to investigate the moderating effect of soft power on the relationships between affinity toward country, country image, cosmopolitanism and preference on the internationalization of Brazilian cultural products.Design/methodology/approachThis survey used data collected from a non-probabilistic sample of 478 Portuguese respondents, which was further analyzed using the partial least squares technique.FindingsAffinity related to Brazil, the image of Brazil and cosmopolitanism influenced preference, and this, in turn, influenced the internationalization of Brazilian cultural products. Soft power moderated the relationships between cosmopolitanism and preference, country image and preference and preference and internationalization of cultural products.Research limitations/implicationsThis study focuses on the internationalization of a cultural product from one particular emerging economy (Brazil) to a specific developed economy (Portugal). Thus, the findings are bound to this specific context. However, it contributes to the field of international marketing research by concentrating on the moderating effects of soft power in the relationship between the investigated constructs.Practical implicationsIn the case of Brazilian cultural products, i.e. music, emphases on Brazilian unique resources, i.e. the beauty, excitement, fantasy, mystique, prestige, etc. of natural resources, may be important features to be taken into consideration in national cultural policies.Originality/valueThe study contributes to the international marketing and consumer behavior literature by showing that consumer preference, affinity toward country and cosmopolitanism are important antecedents of the internationalization of cultural products.

Institutional orientation: Definition, measure, and impact on export performance

Research in international marketing has long shown that foreign firms face disadvantages when operating abroad from a lack of familiarity with the local institutional environment. To cope with this familiarity, some companies have developed a culture in the ability to understand and take into account the institutional dimensions of the destination market. This article thus aims to explore the institutional orientation of firms and tests its impact on export performance. In Study 1, we develop and validate a 12-item measurement scale divided into four dimensions. In Study 2, we investigate the role of institutional orientation in export performance using a sample of 273 French and Tunisian exporting companies. The results show that this relationship is not direct but is mediated by export commitment.

EXPRESS: Dealing with Common Method Variance in International Marketing Research

Common method variance (CMV) is an important concern in international marketing research because presumed substantive relationships may actually be due to shared method variance. Since method effects may vary systematically across cultures and countries, accounting for method effects in international marketing research is particularly critical. A systematic review of articles published in the Journal of International Marketing over a five-year period (2015-2019, N = 93) shows that (a) authors often report post hoc CMV tests but usually conclude that CMV is not an issue and that (b) many post hoc tests are conducted using the Harman one-factor test and the marker variable technique, which have serious deficiencies for detecting and controlling CMV. Based on a classification and comparative evaluation of the most common statistical approaches for dealing with CMV, two approaches are recommended and a procedure for dealing with CMV in international marketing research is proposed. The procedure, which is based on multi-sample structural equation modeling, is illustrated with data from a cross-national pan-European survey (N =11,970, 14 countries), which shows that even though method variance is present in the data, method effects do not seriously bias the substantive conclusions in this particular study.

ТЕХНОЛОГІЇ «ІНТЕРНЕТ РЕЧЕЙ» В МІЖНАРОДНОМУ МАРКЕТИНГУ

One of the key trends in international practice is the Internet of Things technology, which contributes to the competitiveness and performance of international companies, as well as the emergence of new product/service functionality and greatly expanded access to information, the emergence of sophisticated distribution networks and flexible pricing models, optimized and personalized advertising campaigns, etc. The article considers the essence and types of Internet of Things technologies with the identification of internal (aimed at optimizing the company’s business processes) and external technologies (as an element of goods/services), and also investigates the intensity of their implementation in various sectors of the economy. The relevance of the implementation of Internet of Things technologies in international business in order to improve the competitiveness of companies in foreign markets was analyzed. The influence of implementation of Internet of Things technologies on the international marketing complex (4P) of the enterprise was investigated. Opportunities (creation of smart products, new augmented pricing models, more accurate consumer segmentation and personalized communication tools) and problems of using data generated by the Internet of Things for international marketing practices were identified. IoT technologies have a significant impact on international marketing research because they provide more accurate, timely and relevant information about consumer preferences. The Internet of Things reveals patterns of product usage, which allows for accurate demand forecasting. Also, Internet of Things technologies allow for more accurate segmentation of consumers, which allows companies to adapt product, communication and pricing policies in target foreign markets. This leads to a minimization of costs and, accordingly, an increase in profits and brand awareness in the long term. Data from IoT-connected devices can be used to understand customers’ daily lifestyles, determine when products need to be replaced and what type of model they would like to purchase, identify factors that influence buying patterns, and the markets where a product will sell the most.

Marketing research in foreign markets: information support

The process of collecting marketing information in foreign markets is investigated in this paper. The relevance of the investigated problem is due to the tendency of markets to globalize. At present, not only for large but also for medium-sized enterprises there is a problem of entering the markets of other countries. The role of marketing research is to assess marketing situation, providing information which make it possible to develop effective marketing programs of the enterprise. The key to the quality of marketing research is to obtain complete, objective, relevant information about the object of study. The main problem of international marketing research is the difficult availability of information due to the geographical remoteness of markets and unawareness of the research customer in the socio-cultural characteristics of the local audience. In addition there is the organizational problem of difficulties in interacting with potential local intermediaries (marketing information agencies) due to both geographical remoteness and the existing linguistic and cultural differences between the client and the performer. These problems are especially acute during the period of quarantine restrictions. The application of Internet opportunities for the collection of information in foreign markets is proposed for overcoming the obstacles. The main advantages of marketing research using Internet is that Internet surveys provide the widest geographical coverage of respondents compared to all other methods, open access to hard-to-reach respondents, convenient for the formation of «targeted» samples based on the use of social networks. In Internet surveys there are no expenses for postal transfers, telephone conversations, duplication of questionnaires and remuneration of «field» researchers, which would be very expensive for research of foreign markets, the respondents search is automatic. Modern Internet users are connected by social networks, can easily share content with each other, which make it possible to analyze the content of online reviews and conversations, to participate in online conversations with customers, to organize joint online discussions or expert surveys.

The role of international marketing research today

The main purpose of international marketing research is to identify the current needs of consumers in foreign markets to set the direction of enterprise development to meet them, thus bypassing competitors. Market research is only an integral part of this process. Although, the most important part of it. This is due to the need to take into account primarily the requirements of the market, which can create the conditions for eliminating existing shortcomings in foreign economic activity and have a positive impact on the prospects of companies. International marketing is an independent branch of the enterprise when entering foreign markets and includes a set of measures to organize the production and sale of products, services focused on meeting the needs of specific foreign consumers based on research and forecasting of international markets. The purpose of this work is to provide a definition of international marketing research, justify their importance in the present and consider the main problems that may arise along the way. International market research may cover the world commodity market, the market of countries and industries, domestic and foreign markets or their specific segment. In addition to market research, sales research has the highest frequency. There may be some difficulties in conducting marketing research abroad. For example, surveys of business people in Taiwan become possible only when using at least four languages. These circumstances create not only high costs for this type of research, but also not always, due to numerous translations from one language to another achieve the goal, as they may be accompanied by loss or distortion of information. International marketing research generates data in order to perform: sales forecasting, identify loyal and satisfied customers, identify the optimal price range for the company's products. Such analysis is a process of collecting and studying the information needed to make effective decisions in business management, including international.

An assessment of the literature on cause-related marketing: implications for international competitiveness and marketing research

PurposeA substantial, albeit scattered, body of research evidence is accumulating in the cause-related marketing (CRM) research stream. Thus, there is a need of a systematic overview of extant literature to map and holistically understand the CRM domain.Design/methodology/approachTo address this issue and make progress in this important area, the authors systematically review and critically examine the state of academic research on CRM.FindingsBased on a systematic review of 105 journal articles published over the past 30 years, the results reveal that CRM research is a vibrant and rapidly growing domain in the broader marketing field. This assessment exercise also shows that the current state of knowledge about CRM is characterized by persisting knowledge gaps, conflicting empirical results, theoretical inconsistencies, as well as by the absence of international marketing research on the CRM domain.Originality/valueTherefore, the authors critically evaluate the extant CRM research with the aim of increasing its coherence, quality, scope, impact and international dimension. Based on this evaluation, the authors develop an ambitious research agenda that addresses a number of promising research paths embracing different international perspectives. Finally, the authors discuss the contributions to the literature and the implications for both academics and practitioners.

Explaining alternative termination modes of international joint ventures

PurposeThe authors combine options logic with transaction cost economics to explain why firms maintain, divest or buy out their international joint ventures (IJVs). It is suggested that a decline in environmental risk and higher partner-related risk makes a firm more likely to acquire an IJV but less likely to divest an IJV. The study also investigates how IJV age moderates the effects of a decline in environmental risk and higher partner-related risk.Design/methodology/approachThe study employs competing risks analyses to examine the drivers of different termination outcomes using a dataset consisting of 459 IJVs in the People's Republic of China, of which 110 were either acquired or divested by their foreign parent.FindingsThe study finds that changes in environmental risk and partner-related risk affect how firms terminate their IJVs in the People's Republic of China. Specifically, the authors find that the effect of exogenous and endogenous risk are more pronounced for the acquisition of IJVs than for the divestment of IJVs.Research limitations/implicationsThe study contributes to international marketing research by complementing options logic with transaction cost economics to provide a theoretical explanation of the different ways in which IJVs in the People's Republic of China are terminated.Practical implicationsIJVs continue to be an important yet often unstable method to serve international markets. Our findings increase managers' awareness of the effect that two important sources of risk may have on the termination of IJVs in the People's Republic of China.Originality/valueThe study provides novel insights into the effect that changes in exogenous and endogenous risk have on a firm's choice of termination mode drawing on novel data on the different ways in which foreign firms have terminated their IJVs in the Peoples' Republic of China.

Nationalism vs globalism: Customer citizenship behaviour and foreign product purchase intention

This paper examines the interplay between socio-psychological variables linked to nationalism and globalism (namely animosity, ethnocentrism and cosmopolitanism), customer citizenship behaviour (CCB) and foreign product purchase intention in the context of global marketing strategy. The paper focuses most closely on the concept of CCB, which has received little attention in international marketing research, while considering nationalistic outbursts and globalist tendencies. CCB and purchase intention models were developed and tested using multilevel mixed-effects linear regression. Results indicate that both consumer animosity and ethnocentrism are negatively associated with CCB toward foreign firms. However, consumer cosmopolitanism has a positive impact on CCB toward foreign firms. The findings also confirm that consumers with CCB toward foreign firms are more likely to buy foreign products. Finally, the results reveal that consumers exposed to trustworthy consumers with CCB toward foreign firms are more likely to purchase foreign products. The setting selected to test models is Chinese and South Korean consumers’ attitudes toward Japan. A total of 160 Chinese and 163 South Korean consumers were sampled.

A Study and Analysis of International Marketing Research in a Global Environment

A Study and Analysis of International Marketing Research in a Global Environment

A Study and Analysis of International Marketing Research in a Global Environment

This Article is expected to have four principle employments. To start with, it can fill in as a content for particular research in worldwide promoting research. It gives thorough inclusion of the different issues engaged with worldwide promoting examination of both a subjective and quantitative character. Moreover, it is material to issues experienced in the developing business sector nations particularly Singapore. Second, it is reasonable when enhanced with research articles, as an asset for a class on worldwide showcasing research. Third, it very well may be utilized as an advantageous content in promoting examination or universal advertising the board courses to round out material and themes identifying with global showcasing research. Fourth, it might demonstrate valuable to experts of global showcasing research, especially in connection to issues of instrument structure and scale advancement. It should be especially significant to the individuals who are simply starting to lead look into in numerous nations for their customers. The research is intended to enable researchers to make sound research structures that will take into consideration substantial and important surmising to be made. Consideration is paid to how similarity and comparability of results in various nations can be set up. Thought is given to the theoretical system that guides inquire about just as the methodological establishments. Therefore, the third version gives more prominent consideration to issues, for example, decentering of the examination configuration, scale advancement, estimation proportionality and unwavering quality, and multi-nation information investigation. Therefore, it is trusted that it will viably serve scholarly specialists keen on the hypothetical issues identifying with global and diverse research in showcasing. Keywords-: International Marketing, Marketing Research, Process of Marketing Analysis and Ideas.

Evaluating domestic bias on airline passengers’ ratings: The moderating effect of cultural value orientation

Abstract We explore differences in airline passengers’ online ratings toward domestic and foreign carriers. Using a dataset of more than 380,000 airline passenger reviews obtained from TripAdvisor, we show that on average passengers express higher satisfaction (as proxied by their overall rating) for airline service encounters with domestic carriers, exhibiting a form of domestic bias. Using Hofstede’s framework, we examine how cultural dimensions influence the strength of this bias and find support for the moderating impact (positive and negative) of passengers’ cultural dimensions on their provided ratings toward domestic airlines. The study has theoretical and practical implications for international marketing researchers and airline operational planners.

Borderless Media: Rethinking International Marketing

This article focuses on the impact of digital platforms on international marketing. It describes the evolution of social media and its influence on marketing. After identifying a typology of context for international marketing, the author identifies and describes five dimensions of value creation in marketing: access, affordability, acceptance, awareness, and activation. Finally, this article provides future implications for areas of research in social media and international marketing.

Punctuated epistemology in international marketing strategy: A Whiteheadian remedy

In this conceptual paper, I explicate the ‘punctuated epistemology’ that prevails in international marketing strategy (IMS) and I challenge the assumptions of a requisite punctuated ontology that is implied and nurtured by these epistemological commitments. I frame these assumptions under the terms ‘monochronic’ and ‘monolithic’ and articulate them through a paradigmatic case in point: the standardization versus adaptation debate. In turn, I argue that theorizing in international marketing can be enhanced through the adoption of another ontological stance. Specifically, inspired by the work of Alfred N. Whitehead, I propose an alternative commitment to a process ontology that takes account of ephemerality and mutual conditioning. By advancing the incorporation of metaphysics in international marketing research, I contribute in two broad ways: I promote a relationally embedded and time-sensitive understanding of IMS and highlight the value of philosophical considerations for theorizing purposes in our field.

A conceptual method of maintaining equivalence in international market research

This paper focuses on equivalence in international market research and the conditions for maintaining such an equivalence. Equivalence was defined, in the field of research on an international scale, as an attribute of the results of research conducted in a multicultural environment, which guarantees the coherence of measurement models amongst the analysed countries. This attribute is achieved by the apropriateness of the subject-matter of research, sampling design, measurement tools, the process of direct research and the research results in the scope of the analysed countries/cultures. The model for maintaining equivalence described in this paper provides the researchers with knowledge of the conditions for maintaining equivalence in their international market research, and knowledge of the methods and criteria for evaluating data quality and comparability to those who avail themselves of reports and databases concerning foreign markets.