Purpose – This paper aims at contributing to the conceptual and methodological advancement of international marketing …. Originality/value – The results provide a solid basis for international marketing research and suggestions for expanding the … current study into international marketing research are provided.  …

International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted …‐by‐country functional adjustment of marketing mix elements to seeking global cross‐functional integration. In this paper, the authors … discuss how the contextual factors of international marketing are changing to make between‐country differences less relevant …

For the past decade, the marketing of services internationally has been the fastest growing segment of global trade … in international services marketing, there exists a paucity of research. In this viewpoint, the authors offer 11 … strategic challenges designed to foster further theoretical development in the area of international services marketing …

, contributions from marketing scholars have been minimal. The purpose of this paper is to define the emerging research field of … international entrepreneurship and to explore opportunities for contribution to that field from marketing scholars. Design … creativity and innovation. To this is added value exchange, a core focus of marketing theory. These concepts are then used to …

– marketing mix) behaviour towards it, and finally presents the underlying managerial implications of the results. Design …. Practical implications – The paper provides marketing researchers and practitioners with an overview of the main factors that … influence marketing tactical behaviour in international markets. Additionally, the research transcends descriptive analysis to …

Defines the milieu in which marketing actions are shaped and implemented, selectively surveys the knowledge base that … approaches to “pro‐position” and/or “reposition” marketing strategies with regard to shifting macroeconomic conditions. Current … demands upon an enterprise′s information resources necessary to support “appropriate” marketing actions. Outside the …

The vast scope and range of International Marketing is reviewed in its entirety with a view to how the subject is and … International Marketing model are Western based and manufacturing rather than services oriented. Where are the countries in … transition? International Marketing is questioned for its efficacy and as a body of knowledge. Finally, a wishlist of desirables …