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...

Covers -- Editorial boards -- International marketing strategies of emerging market firms -- Innovativeness as a driver of the international expansion of developing markets' firms -- Institutional interactions andforeign firms' strategies undertribal rule complexities in emerging markets --...