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The internationalization of digital platform firms: the platform-OLI (P-OLI) framework 数字平台公司的国际化:平台-OLI(P-OLI)框架
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-08-16 DOI: 10.1108/imr-08-2023-0182
Ankit Surana, Meena Chavan, Vikas Kumar, Francesco Chirico

Purpose

The aim of this paper is to explore the internationalization of digital platform firms, specifically to investigate the advantages digital platform firms build during the internationalization journey, which helps them overcome the liability of foreignness. More importantly, drawing on network theory and Luo’s framework of new OLI advantages, a new framework of Platform OLI (P-OLI) advantages is developed for digital platform firms.

Design/methodology/approach

This study adopts a multi-case method to empirically understand the internationalization phenomenon of digital platform firms in the emerging economy of India, which is a less researched area. Twenty semi-structured interviews from top executives of 12 Indian headquartered digital platform firms were inductively analyzed based on Gioia’s method, and a cross-case examination was conducted to explore the respondent firm’s internationalization journey.

Findings

Several novel open resource and linkage advantages were identified for digital platform firms that are not covered by the new OLI advantages proposed by Luo. Furthermore, a new “I” advantage, which is information and knowledge advantage, has evolved from the data. This resulted in enhancing the scope of the new OLI framework and network theory and further enabled us to develop the P-OLI framework, a new framework for digital platform firms that reflects the specific advantages a digital platform firm builds during internationalization.

Originality/value

This is the first study which evaluates the new OLI framework from the perspective of a digital platform firm to develop a novel framework, P-OLI. Further, this study is among the few studies with an Indian digital platform firm focus and relies on primary interview data to study digital platform firms’ internationalization phenomenon.

目的 本文旨在探讨数字平台企业的国际化问题,特别是研究数字平台企业在国际化过程中建立的优势,这些优势有助于其克服异国责任。更重要的是,借鉴网络理论和罗氏的新OLI优势框架,为数字平台企业建立了一个新的平台OLI(P-OLI)优势框架。设计/方法/途径本研究采用多案例研究法,实证理解新兴经济体印度这一研究较少领域的数字平台企业国际化现象。根据 Gioia 的方法,对 12 家印度总部数字平台企业高层管理人员的 20 个半结构式访谈进行了归纳分析,并进行了跨案例研究,以探索受访企业的国际化历程。研究结果为数字平台企业发现了几种新的开放资源优势和联系优势,这些优势并不包括在 Luo 提出的新的 OLI 优势中。此外,从数据中还发现了一个新的 "I "优势,即信息和知识优势。这使得新的 OLI 框架和网络理论的范围得到了加强,并进一步使我们开发出了 P-OLI 框架,这是一个适用于数字平台企业的新框架,它反映了数字平台企业在国际化过程中建立的特定优势。此外,本研究是为数不多的以印度数字平台企业为研究对象的研究之一,并依靠主要访谈数据来研究数字平台企业的国际化现象。
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引用次数: 0
How to successfully adapt distribution strategy in exporting? The moderating effects of commitment and responsiveness 如何成功调整出口分销战略?承诺和反应能力的调节作用
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-07-31 DOI: 10.1108/imr-06-2023-0123
Carlos M.P. Sousa, Emilio Ruzo-Sanmartín, Concepción Varela-Neira, Qun Tan

Purpose

Drawing on the resource-based view, this study examines the effect of distribution adaptation on export performance. The study also examines the moderating role of responsiveness and commitment. Two distinct factors for commitment (i.e. managerial export commitment and financial export commitment) and two distinct factors for responsiveness (i.e. export customer responsiveness and export competitor responsiveness) are considered as moderators in the relationship between distribution adaptation and export performance.

Design/methodology/approach

Using a Spanish governmental database of exporting firms, this study collected data from 208 firms to run the analysis.

Findings

The results indicate that distribution adaptation has a positive impact on export performance. Findings also support the moderating roles of the two types of commitment and the two types of responsiveness. Managerial export commitment positively moderates the relationship, whereas financial export commitment plays a negative moderating role. Both export customer responsiveness and export competitor responsiveness have a positive moderating impact.

Originality/value

To consider distribution adaptation as a distinct variable rather than mixing it with other elements of the marketing mix. This distinction facilitates a clearer comprehension of its unique contribution to export performance. Two distinct factors for commitment and two distinct factors for responsiveness are considered. This approach offers a more detailed analysis of how the different aspects of commitment and responsiveness moderate this relationship.

目的本研究以基于资源的观点为基础,探讨了分销适应性对出口绩效的影响。本研究还探讨了响应性和承诺的调节作用。承诺的两个不同因素(即管理出口承诺和财务出口承诺)和响应性的两个不同因素(即出口客户响应性和出口竞争者响应性)被认为是分销适应性与出口绩效之间关系的调节因素。研究结果研究结果表明,分销适应性对出口绩效有积极影响。研究结果还支持两类承诺和两类响应的调节作用。管理出口承诺对两者之间的关系起着积极的调节作用,而财务出口承诺则起着消极的调节作用。出口客户响应度和出口竞争者响应度都有积极的调节作用。这种区分有助于更清晰地理解分销适应对出口绩效的独特贡献。考虑了两个不同的承诺因素和两个不同的响应因素。这种方法对承诺和响应的不同方面如何调节这种关系提供了更详细的分析。
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引用次数: 0
Social media platforms use in startups’ international marketing strategies: a multiple case study 社交媒体平台在初创企业国际营销战略中的应用:多案例研究
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-07-30 DOI: 10.1108/imr-09-2023-0222
Mirko Olivieri, Ginevra Testa

Purpose

This paper aims to investigate how social media support startups in accessing international markets and interacting with foreign customers and stakeholders, focusing primarily on the social network LinkedIn.

Design/methodology/approach

Given the explorative research aim, the paper adopts a multiple case study approach, analyzing seven Italian food tech startups. 15 semi-structured interviews were conducted, also involving startup accelerators and a business angel to deepen the knowledge on the investigated phenomenon. In addition, a content analysis of the LinkedIn pages of the seven selected startups was conducted using NVivo 14 software.

Findings

The results of this study show that social media support startups to (1) diffuse brand awareness in international markets, (2) position their offering abroad and (3) develop relationships with international stakeholders to penetrate the local business. Furthermore, the main challenges and difficulties related to the use of social media by startups for these purposes were identified.

Practical implications

This study provides useful managerial implications to enable startups to strategically use social media to access international markets and connect with key foreign networks. Also from a policy perspective, incentives to support the expansion and consolidation of startups into international markets are crucial.

Originality/value

Although a vast literature has dealt with internationalization strategies, this study clarifies the role of social media in changing these dynamics speeding up startups’ access to foreign markets and identifying key local stakeholders.

目的本文旨在研究社交媒体如何支持初创企业进入国际市场并与外国客户和利益相关者互动,主要侧重于社交网络 LinkedIn。为了加深对所调查现象的了解,还进行了 15 次半结构式访谈,其中还包括初创企业加速器和一位创业天使。此外,还使用 NVivo 14 软件对所选七家初创企业的 LinkedIn 页面进行了内容分析。研究结果本研究结果表明,社交媒体支持初创企业:(1)在国际市场上传播品牌意识;(2)在国外定位其产品;(3)与国际利益相关者发展关系,以渗透当地业务。此外,研究还发现了初创企业在利用社交媒体实现上述目的时所面临的主要挑战和困难。此外,从政策角度来看,支持初创企业拓展和巩固国际市场的激励措施也至关重要。原创性/价值虽然已有大量文献论述了国际化战略,但本研究阐明了社交媒体在改变这些动态、加快初创企业进入国外市场和识别关键本地利益相关者方面的作用。
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引用次数: 0
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets 从意义建构角度看欠发达市场中的数字共享乘车平台
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-07-08 DOI: 10.1108/imr-08-2023-0193
Karen Amissah, David Sarpong, Derrick Boakye, David John Carrington

Purpose

The digital platform-based sharing economy has become ubiquitous all over the world. In this paper, we explore how market actors’ conflicting interpretations of digital platforms’ business models give form and shape value co-creation and capture practices in contexts marked by weak institutions and underdeveloped markets.

Design/methodology/approach

Integrating insights from the broader literature on digital platforms and the contemporary turn to “meaning-making” in social theory, we adopt a problematization method to unpack the collective contest over the interpretation of value co-creation and capture from ridesharing platforms in contexts marked by weak institutions and underdeveloped markets.

Findings

Collective contest over the interpretation of digital business models may give rise to competing meanings that may enable (or impede) digital platform providers’ ability to co-create and capture value. We present an integrative framework that delineates how firms caught up in such collective contests in contexts marked by weak institutions and underdeveloped markets may utilise such conditions as marketing resources to reset their organising logic in ways that reconcile the conflicting perspectives.

Practical implications

The paper presents propositions constituting a contribution to a meaning-making perspective on ridesharing digital platforms by offering insights into how digital business models could potentially be localised and adapted to address and align with the peculiarities of contexts. It goes further to present a theoretical model to extend our understanding of the different sources of contestation of meaning of digital platforms.

Originality/value

The meaning-making perspective on digital platforms extends our understanding of how the collective contest over interpretations of value co-creation and capture may offer a set of contradictory frames that yield possibilities for ridesharing platform providers, and their users, to assimilate the organising logic of digital business models into new categories of understanding.

目的以数字平台为基础的共享经济已在世界各地无处不在。在本文中,我们将探讨在制度薄弱和市场不发达的背景下,市场参与者对数字平台商业模式的相互冲突的解释是如何形成和塑造价值共创和获取实践的。设计/方法/途径结合更广泛的数字平台文献以及当代社会理论中对 "意义生成 "的研究,我们采用问题化方法来解读在制度薄弱和市场不发达的背景下,人们对共享出行平台价值共创和获取的集体争论。研究结果对数字商业模式的集体争论可能会产生相互竞争的意义,从而促进(或阻碍)数字平台提供商的价值共创和获取能力。我们提出了一个综合框架,描述了在制度薄弱、市场不发达的环境下,陷入这种集体竞争的企业如何利用营销资源等条件,以调和相互冲突的观点的方式重新设定其组织逻辑。 本文提出了一些命题,这些命题有助于从意义塑造的角度来看待共享出行数字平台,深入探讨了数字商业模式如何进行本地化调整,以应对和适应环境的特殊性。本文还进一步提出了一个理论模型,以扩展我们对数字平台意义争论的不同来源的理解。 原创性/价值 数字平台的意义创造视角扩展了我们的理解,即对价值共同创造和获取的解释的集体争论如何提供了一系列矛盾的框架,从而为共享出行平台提供商及其用户提供了将数字商业模式的组织逻辑同化为新的理解范畴的可能性。
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引用次数: 0
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case 探索全球-地方连续体中的真实性含义:从马内斯金案例中获得的符号学启示
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-07-05 DOI: 10.1108/imr-10-2023-0274
Matteo Corciolani

Purpose

This article explores brand positioning and authenticity within the global-local continuum, utilizing the evolution of the Italian rock band, Måneskin, as a case study.

Design/methodology/approach

Employing Greimas’s (1987) semiotic framework, I analyze social media and media articles on Måneskin’s success, unveiling consumer perceptions of global, local and intermediate brand positionings and related authenticity dimensions. I particularly uncover a narrative centered on “global” versus “local” brand positioning and their counterparts (i.e. “not global” and “not local”), forming a semiotic square.

Findings

In the “global” perception, the band is evaluated in terms of conforming to global standards, while, in the “local” understanding, the emphasis shifts to connections to local roots. In the “glocalization” perspective (global and local), the band’s activities are assessed concerning an integration between global conformity and local connections. The “glalienation” viewpoint (neither global nor local) is related to consistency, in the sense of being unique and avoiding a commitment to either global or local values. The data also highlight issues of inconsistency regarding brand positioning’s contradictions, such as the band’s incoherently merging local and non-local elements.

Originality/value

The proposed structural semiotics approach enriches previous theories by examining authenticity within global-local dynamics, offering insights into various authenticity dimensions and their interplay. It underlines shifts in authenticity perceptions and challenges binary brand positioning, advocating for strategic placement across the global-local continuum. Moreover, it emphasizes leveraging cultural elements and semiotics to effectively communicate authenticity.

本文以意大利摇滚乐队Måneskin的发展历程为案例,探讨了全球-本地连续体中的品牌定位与真实性。我特别揭示了一种以 "全球 "与 "本地 "品牌定位及其对应物(即 "非全球 "和 "非本地")为中心的叙事,形成了一个符号学正方形。在 "全球本土化 "视角(全球和本土)中,乐队活动的评估涉及全球一致性和本土联系之间的整合。而 "全球化 "观点(既非全球化也非本地化)则与一致性有关,即独特性和避免对全球或本地价值观的承诺。数据还凸显了品牌定位矛盾的不一致性问题,如乐队将本地元素和非本地元素不连贯地融合在一起。它强调了真实性观念的转变,并对二元品牌定位提出了挑战,主张在全球-本地连续统一体中进行战略布局。此外,它还强调利用文化元素和符号学来有效传播真实性。
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引用次数: 0
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization 研究文化和政治全球化下国家层面的数字广告支出与跨境电子商务买家之间的关系
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-07-02 DOI: 10.1108/imr-01-2024-0027
Hannah S. Lee, Göksel Yalcinkaya, David A. Griffith

Purpose

Cross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.

Design/methodology/approach

This work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.

Findings

We find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.

Originality/value

The findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

目的:随着全球通过数字渠道实现超级互联,跨境电子商务在国际市场营销文献中一直备受关注。尽管有关跨境电子商务的国际营销研究非常丰富,但有关元制度因素(如国家的全球化水平)对数字广告和跨境电子商务买家之间关系的影响的信息却非常缺乏。本研究的目的是考察在不同程度的正式(即政治)和非正式(即文化)制度全球化条件下,国家层面的数字媒体广告支出对跨境电商买家的影响。我们在一个 21 个国家、为期 8 年的非平衡面板数据集中研究了这一问题。研究结果我们发现,各国的正式(即政治)和非正式(即文化)制度全球化程度与跨境电子商务之间存在实质性的异质性。国家层面的数字广告支出与国内跨境电子商务买家呈正相关。一个国家的政治全球化水平会增强这种正相关性,但文化全球化会削弱这种正相关性。研究结果表明,一个国家的政治全球化和文化全球化都有助于加强与全球市场的相互联系,但相互联系的性质有所不同。本研究特别展示了一个国家的政治和文化全球化水平等元制度因素在国家层面上对数字广告支出与跨境电子商务买家之间的关联所产生的不同影响,从而也有助于改善国际营销研究中多国比较的概括性。
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引用次数: 0
Export market orientation, performance and international partner selection: word-of-mouth referral versus direct contact 出口市场导向、绩效和国际合作伙伴选择:口碑推荐与直接接触
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-06-21 DOI: 10.1108/imr-01-2024-0008
Ryuta Ishii, Mai Kikumori

Purpose

Export market orientation can be broadly divided into intelligence (generation and dissemination) and responsiveness activities. Although previous studies assess intelligence and responsiveness activities, little is known about what type of international channel partner acts as an enabling condition for the impact of these activities on export venture performance. This study aims to examine the extent to which the selection of international channel partners through word-of-mouth referrals versus direct contacts affects the benefits of intelligence and responsiveness activities.

Design/methodology/approach

Data were collected from 246 exporting manufacturers in Japan. To test the hypotheses, we conducted regression analyses using a subjective performance measure at the venture level. We also performed a post hoc analysis using objective performance measure at the function level.

Findings

We find that the extent to which international channel partners are selected through word-of-mouth referrals has a moderating role in the export market-oriented activities–performance linkages. Specifically, it acts as an enabling condition for intelligence activity and a disenabling condition for responsiveness activity.

Originality/value

This study contributes to a better understanding of export market orientation by classifying it into intelligence and responsiveness activities and providing empirical evidence on their different interaction effects with partner selection. It also contributes to the elaboration of agency theory by offering insights into the fit between task characteristics and contract type. Our study is critical for business managers as it suggests guidelines for manufacturing exporters engaging in export market-oriented behaviors and export channel management.

目的出口市场导向可大致分为情报(生成和传播)和响应活动。尽管以往的研究对情报和响应活动进行了评估,但对于哪种类型的国际渠道合作伙伴是这些活动对出口企业绩效产生影响的有利条件却知之甚少。本研究旨在探讨通过口碑推荐与直接联系选择国际渠道合作伙伴在多大程度上会影响情报和响应活动的效益。为了验证假设,我们使用企业层面的主观绩效衡量标准进行了回归分析。我们发现,通过口碑推荐选择国际渠道合作伙伴的程度在出口市场导向活动-绩效联系中起着调节作用。本研究将出口市场导向活动分为情报活动和响应活动,并提供了它们与合作伙伴选择之间不同互动效应的经验证据,从而有助于更好地理解出口市场导向活动。本研究还深入探讨了任务特征与合同类型之间的契合点,从而为代理理论的阐述做出了贡献。我们的研究为制造业出口商的出口市场导向行为和出口渠道管理提供了指导,因此对企业管理者至关重要。
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引用次数: 0
MNE innovation in the pursuit of SDGs in emerging markets 在新兴市场实现可持续发展目标过程中的跨国企业创新
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-05-30 DOI: 10.1108/imr-02-2023-0037
Sara Melén Hånell, Veronika Tarnovskaya, Daniel Tolstoy

Purpose

The purpose of this study is to examine how different innovation efforts can support multinational enterprises’ (MNEs’) pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied.

Design/methodology/approach

The article comprises in-depth case studies on two high-profile Swedish MNEs: a telecom firm and a fast-fashion firm, with data collected both at the headquarter-level and local-market level.

Findings

The study shows that MNEs pursue a selection of prioritized SDGs in emerging markets. To overcome challenges related to attaining these goals, we find that MNEs engage in innovation efforts at different levels of commitment. In some instances, they engage in operational innovation aimed at relieving symptoms of sustainability misconduct and ensuring compliance. In other instances, they engage in systemic innovation efforts, which involve the actual market structures underlying sustainability problems.

Originality/value

MNEs are increasingly incorporating the United Nations SDGs into their innovation strategies. The study contributes to international business research on MNEs’ roles in realizing the SDGs by conceptualizing and discussing two pertinent approaches to innovation.

本研究旨在探讨不同的创新努力如何支持跨国企业(MNEs)在新兴市场追求可持续发展目标(SDGs),以及在何种情况下采用这些创新努力。研究结果本研究表明,跨国企业在新兴市场追求某些优先的可持续发展目标。为了克服与实现这些目标相关的挑战,我们发现跨国企业在不同的承诺层面进行创新。在某些情况下,它们参与运营创新,旨在缓解可持续发展不当行为的症状并确保合规。在另一些情况下,它们则进行系统性创新,涉及可持续发展问题背后的实际市场结构。原创性/价值跨国企业正越来越多地将联合国可持续发展目标纳入其创新战略。本研究通过构思和讨论两种相关的创新方法,为有关跨国企业在实现可持续发展目标中的作用的国际商业研究做出了贡献。
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引用次数: 0
Systematic literature review on the nexus of food waste, food loss and cultural background 关于食物浪费、食物损耗与文化背景之间关系的系统文献综述
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-05-14 DOI: 10.1108/imr-12-2023-0366
Mangirdas Morkunas, Yufei Wang, Jinzhao Wei, Antonino Galati

Purpose

The present paper aims to reveal how different cultures, as reflected by cultural norms, traditions, and social expectations, influence food waste behaviour in different regions of the world.

Design/methodology/approach

A systematic multifaceted literature review was employed as a main research tool.

Findings

The focal role of education and awareness campaigns in reducing household food waste and promoting responsible food consumption behaviours is revealed. The importance of guilt, behavioural control, negative attitudes towards leftovers, and social norms are among the most important factors predicting intentions to reduce food waste. Cultural beliefs significantly shape food attitudes and waste. Tailoring sustainable practices to traditions helps to ensure food security. Embracing cultural diversity can lead to the development of effective and sustainable food consumption patterns across different parts of the world.

Originality/value

To the best of the authors’ knowledge, this is the first paper fully devoted to revealing how different cultural backgrounds shape food consumption habits and which marketing strategies aiming to nudge positive changes in responsible food consumption are preferred in different cultural contexts.

本文旨在揭示文化规范、传统和社会期望所反映的不同文化如何影响世界不同地区的食物浪费行为。研究结果揭示了教育和宣传活动在减少家庭食物浪费和促进负责任的食物消费行为方面的重要作用。内疚感、行为控制、对剩饭剩菜的消极态度和社会规范是预测减少食物浪费意愿的最重要因素。文化信仰在很大程度上影响着人们的饮食态度和浪费行为。根据传统调整可持续做法有助于确保粮食安全。据作者所知,这是第一篇完全致力于揭示不同文化背景如何塑造食物消费习惯,以及在不同文化背景下,哪些旨在推动负责任的食物消费发生积极变化的营销策略更受欢迎的论文。
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引用次数: 0
Signaling theory and its relevance in international marketing: a systematic review and future research agenda 信号理论及其在国际营销中的相关性:系统回顾与未来研究议程
IF 5 3区 管理学 Q1 BUSINESS Pub Date : 2024-04-05 DOI: 10.1108/imr-04-2022-0092
Zubair Ali Shahid, Muhammad Irfan Tariq, Justin Paul, Syed Ali Naqvi, Leonie Hallo

Purpose

The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving the communication flow to reduce the asymmetry of information between international consumers and the firm. This notion is adopted, enhanced and strengthened by signaling theory. Signaling theory has recently received the attention of international marketing scholars.

Design/methodology/approach

The systematic review methodology was applied for the purpose of identifying the relevant studies. We extracted academic articles over the last 23 years from the domain of international marketing that directly contribute to signaling theory based on 57 journal articles extracted through the systematic review process.

Findings

Based on systematic research the results reveal that the topic has grown and continues to expand within the broader international marketing field. We offer a theoretical conceptual framework to better understand signaling theory in the context of international marketing.

Originality/value

The authors map and critically evaluate the use of signaling theory in international marketing. Relevance of signaling theory in international marketing is growing and authors present an integrative framework that organizes the existing literature, and provides scholars to further expand on emerging themes of the domain. The paper offers some useful future research directions.

本文旨在分析信号理论在国际营销领域的应用程度和方式。本文系统回顾了信号理论在国际营销领域的应用。沟通是国际营销过程的核心环节。该领域的研究探索了有效而独特的方法来改善沟通流程,以减少国际消费者与企业之间的信息不对称。信号传递理论采纳、加强并强化了这一概念。信号传递理论最近受到了国际营销学者的关注。设计/方法/途径为确定相关研究,我们采用了系统综述方法。我们从系统性综述过程中提取的 57 篇期刊论文中,提取了过去 23 年来在国际营销领域中对信号传递理论有直接贡献的学术文章。研究结果基于系统性研究,结果显示该主题在更广泛的国际营销领域中得到了发展并持续扩大。我们提供了一个理论概念框架,以更好地理解国际营销背景下的信号理论。原创性/价值作者对信号理论在国际营销中的应用进行了描绘和批判性评估。信令理论在国际营销中的相关性日益增强,作者提出了一个整合框架,对现有文献进行了整理,并为学者们进一步拓展该领域的新兴主题提供了参考。论文提出了一些有用的未来研究方向。
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引用次数: 0
期刊
International Marketing Review
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