Editor's perspective

Purpose – The purpose of this paper (editorial) is to provide a balanced contextual overview of several South Asian countries, in order to present their relevance in international business research. Design/methodology/approach – The author argues that South Asia offers a rich context for studying and advancing international business theory and practice. Findings – South Asia presents an interesting paradox; where dynamism and growing challenges (of poverty, corruption, inadequate governance and extremism) exist side by side. The author also discusses that using South Asia as a context of the study is likely to add relevance and rigor to international business theory, therefore addressing the recent calls by many scholars. Research limitations/implications – Countries in South Asia are under‐researched by many accounts. Hence an exploration of business and management issues is likely to expose phenomena that have the potential to advance international business theory and practice. Originality/value – This editorial highlights the regional importance of South Asia in international business research. It places South Asian Journal of Global Business Research , with its emphasis on South Asian economies, organizations, diaspora and people, as an important journal for developing a body of knowledge relating to South Asian business practices, deepening our understanding of South Asia, broadening our view of international business theory and research, identifying new phenomena, exploring indigenous methodological tools and increasing the output of research focused on the region that appears in and also has an impact on global research.