Purpose: The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and to advance a narrative for future research on...

Purpose: The purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms. Design/methodology/approach: The approach adopted is a review and synopsis of the existing body of research on international...

Purpose: In almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival. However, limited insights have been offered by scholars on multinational enterprises and their marketing agility...