Purpose – The purpose of this paper is to offer an introduction and background as well as a narrative to the development of an economic, social, technological and cultural phenomenon that has been sweeping across national frontiers since first being identified by Theodore Levitt in 1983....

Purpose – The purpose of this study is to investigate the following questions: Are supply chains global or regional? What are the performance implications for firms? Design/methodology/approach – This paper classifies 183 large North American firms into home‐region oriented, host‐region...

Purpose – The debate about global integration (standardisation) versus responsiveness (adaptation) has recently been supplemented with perspectives that emphasise regionalisation. And while the discussion has also been extended from manufacturing to services, there are specific sectors and...

Purpose – The purpose of this paper is to investigate born global (BG) business organizations that (from or near their founding) seek superior performance. Design/methodology/approach – The methodology is based on a multi‐case analysis of interviews conducted with five BG enterprises in...

Purpose – The purpose of this paper is to examine whether differences exist between born global (BG) firms and international new ventures (INVs) in respect of their performance in overseas markets. These terms have arguably been used as interchangeable to characterise firms that...

Purpose – The purpose of this paper is to investigate advertising appeals and cultural values in television advertisements from newly emerging markets. Specifically, the paper hypothesizes that the advertising appeals in the advertisements of sub‐Saharan African (SSA) emerging consumer...

Purpose – The purpose of this paper is to present the concept of global “strategic sustainability”, represented by a conceptual framework, the “spheres of strategic sustainability”. The paper examines routes, solutions and a vision for corporate strategic sustainability in the macro...

Purpose – The paper is in the domain of marketing strategies of multinational firms. Specifically, it aims to focus on target market selection of multinational firms. Design/methodology/approach – Using the cultural, administrative, geographic, and economic distance framework proposed by...

Purpose – The purpose of this paper is to review the extant literature on the institutional, market‐centered, and the resource‐based perspectives on the internationalization of BGs in emerging markets; to suggest that business group affiliation is an important ingredient in the...

Purpose – The purpose of this paper is to understand the internationalization process (IP) of retailing firms from emerging markets and to determine a new focus and/or modifications if necessary in the established Western‐based theories. Design/methodology/approach – The paper follows an...