Pub Date : 2024-09-19DOI: 10.1108/imr-07-2023-0147
Xiaoyuan Li
Purpose
The purpose of this study is to explore the means by which exporters foster innovation via the learning-by-exporting effect and to appraise the moderating role of employee human capital in the export–innovation relationship.
Design/methodology/approach
Leveraging the linked-survey-secondary data from the Human Capital Corporate Panel (HCCP) spanning 2011–2017, with 890 observations from 228 Korean exporters, this study utilizes Generalized Least Squares (GLS) regression to empirically test the proposed hypotheses.
Findings
The results indicate that exporting significantly boosts a firm’s innovation performance by encouraging the generation of new concepts in products, services, technologies and/or production lines. Moreover, the presence of international talent and highly educated staff positively moderates the relationship between export intensity and innovation performance.
Originality/value
By integrating organizational learning and human capital theories, this study yields theoretical and managerial insights by elucidating the roles of exporting and human capital in advancing innovation performance, thereby guiding corporate export strategies and human resource policies.
{"title":"Learning by exporting: the moderating role of employee human capital","authors":"Xiaoyuan Li","doi":"10.1108/imr-07-2023-0147","DOIUrl":"https://doi.org/10.1108/imr-07-2023-0147","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to explore the means by which exporters foster innovation via the learning-by-exporting effect and to appraise the moderating role of employee human capital in the export–innovation relationship.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Leveraging the linked-survey-secondary data from the Human Capital Corporate Panel (HCCP) spanning 2011–2017, with 890 observations from 228 Korean exporters, this study utilizes Generalized Least Squares (GLS) regression to empirically test the proposed hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicate that exporting significantly boosts a firm’s innovation performance by encouraging the generation of new concepts in products, services, technologies and/or production lines. Moreover, the presence of international talent and highly educated staff positively moderates the relationship between export intensity and innovation performance.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By integrating organizational learning and human capital theories, this study yields theoretical and managerial insights by elucidating the roles of exporting and human capital in advancing innovation performance, thereby guiding corporate export strategies and human resource policies.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":"16 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142253582","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}
Pub Date : 2024-09-10DOI: 10.1108/imr-09-2023-0249
Quyen Nguyen
Purpose
Foreign subsidiaries of multinational enterprises (MNEs) operate in complex and competitive international environments, implement market and non-market strategies, manage resources and value-added activities and contribute to the overall performance of their parent firms. Thus, the research question on the determinants of MNE foreign subsidiaries’ performance is of interest to managers and academic researchers. The empirical literature has flourished over the recent decades; however, the domains are fragmented, and the findings are inclusive. The purpose of this study is to systematically review, analyse and synthesize the empirical articles in this area, identify research gaps and suggest a future research agenda.
Design/methodology/approach
This study uses the qualitative content analysis method in reviewing and analysing 150 articles published in 24 scholarly journals during the period 2000–2023.
Findings
The literature uses a variety of theoretical perspectives to examine the key determinants of subsidiary performance which can be grouped into six major domains, namely, home- and host country-level factors; distance between home and host countries; the characteristics of parent firms and of subsidiaries; and governance mechanisms (the establishment modes and ownership strategy, subsidiary autonomy and the use of home country expatriates for transferring knowledge from the headquarters and controlling foreign subsidiaries). A range of objective and subjective indicators are used to measure subsidiary performance. Yet, the research shows a lack of broader integration of theories and presents inconsistent theoretical predictions, inconclusive empirical findings and estimation bias, which hinder our understanding of how the determinants independently and jointly shape the performance of foreign subsidiaries.
Originality/value
This study provides a comprehensive, nuanced and systematic review that synthesizes and clarifies the determinants of subsidiary performance, offers deeper insights from both theoretical, methodological and empirical aspects and proposes some promising avenues for future research directions.
{"title":"The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda","authors":"Quyen Nguyen","doi":"10.1108/imr-09-2023-0249","DOIUrl":"https://doi.org/10.1108/imr-09-2023-0249","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Foreign subsidiaries of multinational enterprises (MNEs) operate in complex and competitive international environments, implement market and non-market strategies, manage resources and value-added activities and contribute to the overall performance of their parent firms. Thus, the research question on the determinants of MNE foreign subsidiaries’ performance is of interest to managers and academic researchers. The empirical literature has flourished over the recent decades; however, the domains are fragmented, and the findings are inclusive. The purpose of this study is to systematically review, analyse and synthesize the empirical articles in this area, identify research gaps and suggest a future research agenda.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study uses the qualitative content analysis method in reviewing and analysing 150 articles published in 24 scholarly journals during the period 2000–2023.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The literature uses a variety of theoretical perspectives to examine the key determinants of subsidiary performance which can be grouped into six major domains, namely, home- and host country-level factors; distance between home and host countries; the characteristics of parent firms and of subsidiaries; and governance mechanisms (the establishment modes and ownership strategy, subsidiary autonomy and the use of home country expatriates for transferring knowledge from the headquarters and controlling foreign subsidiaries). A range of objective and subjective indicators are used to measure subsidiary performance. Yet, the research shows a lack of broader integration of theories and presents inconsistent theoretical predictions, inconclusive empirical findings and estimation bias, which hinder our understanding of how the determinants independently and jointly shape the performance of foreign subsidiaries.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study provides a comprehensive, nuanced and systematic review that synthesizes and clarifies the determinants of subsidiary performance, offers deeper insights from both theoretical, methodological and empirical aspects and proposes some promising avenues for future research directions.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":"60 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142223008","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}
Pub Date : 2024-09-10DOI: 10.1108/imr-03-2024-0074
Michael Christofi, Olga Kvasova, Elias Hadjielias
Purpose
This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.
Design/methodology/approach
This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.
Findings
The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.
Originality/value
The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.
{"title":"COVID-19 pandemic: advancing international marketing theory and guiding practice","authors":"Michael Christofi, Olga Kvasova, Elias Hadjielias","doi":"10.1108/imr-03-2024-0074","DOIUrl":"https://doi.org/10.1108/imr-03-2024-0074","url":null,"abstract":"<h3>Purpose</h3>\u0000<p> This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p> This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p> The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p> The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":"22 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142223010","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}
Small and medium-sized enterprises (SMEs) are highly concerned about every aspect of their international performance (IP) due to their limited resources. However, the literature has not given equal attention to every necessary aspect and has left some fields unexplored. Moreover, different approaches to assessing SME IP have made the literature even more fragmented. This research aims to identify the gaps in the research context and assessment methods of this concept.
Design/methodology/approach
A systematic literature review and a thematic analysis method are employed to review 272 journal papers published in high-quality journals.
Findings
By extracting six contexts in which the concept of international performance of SMEs has been analyzed, this study integrates the research themes with geographical domains and highlights which contexts require more attention. Moreover, this study provides a comprehensive review of the current state of this concept’s operationalization methods, illustrating the level of fragmentation and differences in the literature. Following the presentation of an enriched future research agenda, this study guides scholars on the current gaps and needs for research in specific contexts and domains while providing suggestions for a more cohesive assessment of the concept.
Originality/value
This study is the first to systematically review the research concerning the foreign performance of firms with less than 500 employees, extract their research context, illustrate uninvestigated fields and provide helpful suggestions about the concept’s operationalization method based on a comprehensive review of the extant assessment methods.
{"title":"Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?","authors":"Alireza Safargholi, Faezeh Yousefzadeh, Mehran Rezvani, Taraneh Farokhmanesh, Mohammad Hassan Mobaraki, Jahangir Yadollahi Farsi","doi":"10.1108/imr-01-2024-0022","DOIUrl":"https://doi.org/10.1108/imr-01-2024-0022","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Small and medium-sized enterprises (SMEs) are highly concerned about every aspect of their international performance (IP) due to their limited resources. However, the literature has not given equal attention to every necessary aspect and has left some fields unexplored. Moreover, different approaches to assessing SME IP have made the literature even more fragmented. This research aims to identify the gaps in the research context and assessment methods of this concept.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A systematic literature review and a thematic analysis method are employed to review 272 journal papers published in high-quality journals.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>By extracting six contexts in which the concept of international performance of SMEs has been analyzed, this study integrates the research themes with geographical domains and highlights which contexts require more attention. Moreover, this study provides a comprehensive review of the current state of this concept’s operationalization methods, illustrating the level of fragmentation and differences in the literature. Following the presentation of an enriched future research agenda, this study guides scholars on the current gaps and needs for research in specific contexts and domains while providing suggestions for a more cohesive assessment of the concept.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is the first to systematically review the research concerning the foreign performance of firms with less than 500 employees, extract their research context, illustrate uninvestigated fields and provide helpful suggestions about the concept’s operationalization method based on a comprehensive review of the extant assessment methods.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":"7 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142223007","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}
Pub Date : 2024-09-02DOI: 10.1108/imr-09-2023-0237
Eleni Tsougkou, Maria Karampela, George Balabanis
Purpose
The phenomenon of global brands taking a stance on crucial, yet polarizing, socio-political issues, namely global brand activism, is rising. However, how consumer views on this practice are shaped when global branding elements are factored in remains unclear. Drawing from the functional theory of attitude formation, this study investigates the relationships of consumer characteristics (political ideology, consumer ethnocentrism) and brand factors (global brand attitudes and perceived motivation of global brand activists) with attitudes toward global brand activists.
Design/methodology/approach
Using a survey of a UK nationally representative sample (n = 439), we test our hypothesized model via structural equation modeling and mediation analysis.
Findings
Our findings reveal direct and indirect effects of political ideology on attitudes toward global brand activists (AttGBACTIVs). While consumer ethnocentrism and global brand attitudes do not directly drive AttGBACTIVs, they do influence them indirectly. Perceived motivation of global brand activists emerges as a key mechanism activating these effects and affecting AttGBACTIVs.
Originality/value
First, this study constitutes a novel examination of consumer views of brand activism through a global branding lens. Second, our investigation uniquely combines important determinants of brand activism outcomes with key international marketing factors (namely consumer ethnocentrism and global brand attitudes). Third, the concurrent exploration of individual and brand factors in our mediated model reveals the complex mechanisms through which attitudes toward global brand activists are formed.
{"title":"Drivers and mechanisms of consumer attitudes toward global brand activists: a mediated approach","authors":"Eleni Tsougkou, Maria Karampela, George Balabanis","doi":"10.1108/imr-09-2023-0237","DOIUrl":"https://doi.org/10.1108/imr-09-2023-0237","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The phenomenon of global brands taking a stance on crucial, yet polarizing, socio-political issues, namely global brand activism, is rising. However, how consumer views on this practice are shaped when global branding elements are factored in remains unclear. Drawing from the functional theory of attitude formation, this study investigates the relationships of consumer characteristics (political ideology, consumer ethnocentrism) and brand factors (global brand attitudes and perceived motivation of global brand activists) with attitudes toward global brand activists.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using a survey of a UK nationally representative sample (<em>n</em> = 439), we test our hypothesized model via structural equation modeling and mediation analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Our findings reveal direct and indirect effects of political ideology on attitudes toward global brand activists (AttGBACTIVs). While consumer ethnocentrism and global brand attitudes do not directly drive AttGBACTIVs, they do influence them indirectly. Perceived motivation of global brand activists emerges as a key mechanism activating these effects and affecting AttGBACTIVs.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>First, this study constitutes a novel examination of consumer views of brand activism through a global branding lens. Second, our investigation uniquely combines important determinants of brand activism outcomes with key international marketing factors (namely consumer ethnocentrism and global brand attitudes). Third, the concurrent exploration of individual and brand factors in our mediated model reveals the complex mechanisms through which attitudes toward global brand activists are formed.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":"1 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142223025","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}
Pub Date : 2024-09-02DOI: 10.1108/imr-02-2024-0030
James M. Crick, Dave Crick
Purpose
While coopetition (cooperation among competitors) has been widely researched in domestic settings, relatively less work has evaluated how small exporters engage in these business-to-business (B2B) marketing strategies. Therefore, export coopetition activities could have different performance outcomes (and boundary conditions) to these B2B marketing practices in domestic arenas. Consequently, underpinned by resource-based theory (and focusing on smaller-sized and internationalised, businesses), the purpose of this paper is to unpack the relationship between export coopetition activities and export sales performance by accounting for key quadratic and moderating effects.
Design/methodology/approach
Survey responses were obtained from 107 small, and export-oriented, wine producers in South Africa. After refining the measurement scales, the quantitative data passed all major assessments of reliability, validity and common method variance. Subsequently, the elements of the conceptual model were tested through a hierarchical regression analysis. Moreover, a post-hoc test was undertaken to delve deeper into the nuances of the statistical results – and offer additional insights concerning how these B2B marketing strategies operate (and manifest) in export markets.
Findings
A significant non-linear (inverted U-shaped) relationship was found between export coopetition activities and export sales performance. No support was found for the moderators, namely, export geographical scope, export intensity or the interaction between these forms of internationalisation. An interesting issue to emerge from the post-hoc test was that export geographical scope yielded a quadratic link with export sales performance, for which the export coopetition activities construct did not moderate this connection (a non-significant interaction effect). These findings offer new insights that help inform the concentration versus spreading debate related to target market strategies.
Originality/value
New evidence emerges on the internationalisation of the coopetition construct, regarding how smaller-sized companies collaborate with their competitors within their export markets. Likewise, stronger insights arise concerning the dark sides of export coopetition activities via circumstances where they are harmful to internationalised firms. Moreover, improved claims are made about how resource-based theory serves as a useful tool to conceptualise the nuances of export coopetition activities and how they impact export sales performance. Collectively, this investigation not only responds to calls for research to evaluate coopetition in export markets but also embraces the complexities of these B2B marketing strategies.
目的虽然合作竞争（竞争对手之间的合作）已在国内环境中得到广泛研究，但对小型出口商如何参与这些企业对企业（B2B）营销战略进行评估的工作相对较少。因此，出口合作竞争活动可能会产生不同于国内 B2B 营销实践的绩效结果（和边界条件）。因此，本文以基于资源的理论为基础（并以规模较小的国际化企业为重点），旨在通过考虑关键的二次效应和调节效应来解读出口竞争活动与出口销售业绩之间的关系。在完善测量量表后，定量数据通过了可靠性、有效性和通用方法方差的所有主要评估。随后，通过分层回归分析对概念模型的要素进行了检验。此外，还进行了事后检验，以深入了解统计结果的细微差别，并就这些 B2B 营销战略如何在出口市场中运作（和表现）提供更多见解。研究结果发现，出口合作竞争活动与出口销售业绩之间存在显著的非线性（倒 U 型）关系。没有发现调节因素，即出口地域范围、出口强度或这些国际化形式之间的相互作用。事后检验中发现的一个有趣问题是，出口地域范围与出口销售业绩之间存在二次联系，而出口竞争活动并没有调节这种联系（交互作用不显著）。这些研究结果提供了新的见解，有助于为有关目标市场战略的集中与分散的争论提供信息。同样，在出口竞争活动对国际化企业有害的情况下，对其阴暗面也有了更深刻的认识。此外，关于基于资源的理论如何作为一种有用的工具来构思出口合作竞争活动的细微差别以及它们如何影响出口销售业绩的说法也得到了改进。总之，这项调查不仅响应了对出口市场合作竞争进行评估的研究呼吁，而且还包含了这些企业对企业营销战略的复杂性。
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Pub Date : 2024-08-28DOI: 10.1108/imr-02-2024-0044
Yuge Dong, Xinming He, Markus Blut
Purpose
This study aims to clarify the direct impact of digitalization on export performance (EP) by synthesizing previous research and testing this relationship empirically. Furthermore, the study investigates digitalization types, contextual moderators and method moderators affecting the impact of digitalization on EP.
Design/methodology/approach
The study uses meta-analysis to test the digitalization–EP relationship (k = 81) using data from 106 independent samples involving 62,082 respondents across nearly 30 countries.
Findings
The study finds digitalization’s positive and significant effect on EP (r = 0.36). The impact of digitalization on EP is also subject to different moderators, including digitalization type (i.e. digital capabilities), contextual factors (i.e. institutions, export experience, development of the region and industry) and method factors (i.e. back translation and strategy measurement).
Originality/value
Scholars have initiated studies on the impacts of diverse digitalization types on EP, while empirical findings on these effects remain inconclusive. Based on resource-based theory, the study develops and validates a comprehensive meta-analytic framework, revealing the important influence of digitalization on EP. The moderator findings further highlight the impact of internal and external contingencies on the outcomes of exporting firms’ digitalization.
{"title":"How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies","authors":"Yuge Dong, Xinming He, Markus Blut","doi":"10.1108/imr-02-2024-0044","DOIUrl":"https://doi.org/10.1108/imr-02-2024-0044","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to clarify the direct impact of digitalization on export performance (EP) by synthesizing previous research and testing this relationship empirically. Furthermore, the study investigates digitalization types, contextual moderators and method moderators affecting the impact of digitalization on EP.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study uses meta-analysis to test the digitalization–EP relationship (k = 81) using data from 106 independent samples involving 62,082 respondents across nearly 30 countries.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study finds digitalization’s positive and significant effect on EP (r = 0.36). The impact of digitalization on EP is also subject to different moderators, including digitalization type (i.e. digital capabilities), contextual factors (i.e. institutions, export experience, development of the region and industry) and method factors (i.e. back translation and strategy measurement).</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Scholars have initiated studies on the impacts of diverse digitalization types on EP, while empirical findings on these effects remain inconclusive. Based on resource-based theory, the study develops and validates a comprehensive meta-analytic framework, revealing the important influence of digitalization on EP. The moderator findings further highlight the impact of internal and external contingencies on the outcomes of exporting firms’ digitalization.</p><!--/ Abstract__block -->","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":"40 1","pages":""},"PeriodicalIF":5.0,"publicationDate":"2024-08-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142223011","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}
Pub Date : 2024-08-23DOI: 10.1108/imr-04-2024-0108
Nandini Nim, Kiran Pedada, Kelly Hewett
Purpose
This article aims to provide greater clarity regarding the conceptualization and critical role of digital marketing ecosystems for the global expansion of multinational enterprises (MNEs) and offer novel research directions to prompt future research.
Design/methodology/approach
The authors first review the marketing literature related to marketing ecosystems, highlighting the evolution of this body of work across a range of domains such as services, innovation and new product development, communications and marketing strategy more broadly. Next, two case examples of MNEs whose global expansion efforts have been supported by their marketing ecosystems are used to highlight the role of marketing ecosystems in global market expansion. Finally, novel research directions are offered to prompt future research and provide greater insight into this emerging area.
Findings
The case examples we examine yield important insights into the role of marketing ecosystems for MNEs expanding from emerging markets (EMs) to developed markets (DMs). EM-MNEs such as TEMU face more communication and payment ecosystem challenges while opening their supply chain to DMs. Contrary to EM-MNEs, DM-MNEs face institutional and sociocultural challenges that require different marketing ecosystem orchestration approaches.
Originality/value
Marketing ecosystems can provide MNEs with greater multinational flexibility, enabling them to adapt their global strategies to navigate increasing complexities in global markets, such as trends toward increased protectionism and geopolitical disruptions. However, there is surprisingly little research addressing this issue.
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Pub Date : 2024-08-21DOI: 10.1108/imr-03-2024-0094
Lukas Jürgensmeier, Jan Bischoff, Bernd Skiera
Purpose
Large digital platforms face intense scrutiny over self-preferencing, which involves a platform provider favoring its own offers over those of competitors. In online marketplaces, also called retail or e-commerce platforms, much of the academic and regulatory debate focuses on determining whether the marketplace provider gives preference to its own private labels, such as “Amazon Basics” or Walmart’s “Great Value” products. However, we outline, both conceptually and empirically, that self-preferencing can also occur through other dimensions of vertical integration – namely, retailing and fulfillment.
Design/methodology/approach
This article contributes by conceptualizing three dimensions of vertical integration in online marketplaces – private labels, retailing and fulfillment. Then, two studies empirically assess (1) which of the 20 most-visited global online marketplaces vertically integrates which dimension and (2) which share of 600 m available offers is vertically integrated to which degree in eleven international Amazon marketplaces.
Findings
The majority of the leading marketplaces vertically integrate all three dimensions, implying ample opportunities for self-preferencing. Across international Amazon marketplaces, only 0.02% of available offers consist of an Amazon private-label product. However, Amazon is a retailer for around 31% and fulfills around 38% of all available offers in its marketplaces. Hence, self-preferencing on Amazon can occur most frequently through retailing and fulfillment but comparatively infrequently through private-label offers. Still, these shares differ substantially by country – every second offer is vertically integrated in the USA, but only one in ten in India.
Originality/value
Most of the self-preferencing debate often focuses on private-label products. Instead, we present large-scale empirical results showing that self-preferencing on Amazon could occur most often through retailing and fulfillment because these channels affect much larger shares of offers. We also measure the variation of these shares across countries and relate them to regulatory environments.
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Pub Date : 2024-08-21DOI: 10.1108/imr-10-2023-0280
Angela Da Rocha, Luiza Neves da Fonseca, Clarice Secches Kogut
Purpose
This study investigates how the extant literature approached the issue of small firms’ international market entry enabled by digital platforms.
Design/methodology/approach
The paper presents a systematic literature review of the internationalization of small firms using digital platforms. It includes only empirical papers from Scopus and Web of Science databases, covering 2016 to mid-2023.
Findings
The study provides both (1) a descriptive analysis of the selected papers, encompassing their temporal and spatial distribution, methods, theoretical perspectives and the type of platform examined and (2) a qualitative analysis of the articles’ content in a narrative review structure, culminating in an integrated framework of key findings and suggested research questions on the role of digital platforms in small firm internationalization.
Originality/value
There is still a very limited number of studies addressing the phenomenon, with several scholars recently calling for further research. This paper compiles, synthesizes, analyzes and integrates the empirical literature on SME internationalization enabled by digital platforms, offering possible future avenues to advance research.
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