JOURNAL OF INTERNATIONAL MARKETING
Scope & Guideline
Transforming Global Marketing Through Scholarly Discourse
Introduction
Aims and Scopes
- International Marketing Strategies:
Explores how firms develop and implement marketing strategies tailored to international markets, including standardization versus adaptation approaches. - Cultural Influences on Consumer Behavior:
Investigates the impact of cultural values and norms on consumer preferences and behaviors in diverse markets. - Global Branding and Brand Management:
Focuses on the complexities of managing brands that operate on a global scale, including brand perception and brand equity across different cultures. - Emerging Markets Dynamics:
Examines the specific challenges and opportunities faced by firms entering and operating in emerging markets, including pricing strategies and market entry tactics. - Cross-Cultural Marketing Research:
Encourages studies that analyze marketing practices across different cultural contexts, aiming to understand how cultural differences affect marketing effectiveness. - Sustainability and Ethical Marketing:
Addresses the growing importance of corporate social responsibility and sustainability in international marketing practices.
Trending and Emerging
- Digital Transformation in Marketing:
An increasing focus on how digital technologies and platforms are reshaping marketing strategies and consumer engagement across international markets. - Cross-Cultural Consumer Engagement:
A growing interest in understanding how cultural differences influence consumer engagement and brand loyalty, particularly in the context of social media and digital marketing. - Sustainability and Ethical Marketing Practices:
An emerging emphasis on the role of sustainability and ethical considerations in shaping consumer preferences and corporate marketing strategies. - Impact of Global Crises on Consumer Behavior:
Research exploring how global events, such as the COVID-19 pandemic, influence consumer behavior and marketing strategies across different cultures. - Integration of Geospatial Data in Marketing Research:
A rising trend in utilizing geospatial data to inform international marketing strategies and understand market dynamics at a more granular level.
Declining or Waning
- Traditional Market Entry Strategies:
Research focusing solely on well-established market entry strategies has decreased, as scholars now emphasize more innovative and agile approaches to entering international markets. - Static Models of Consumer Behavior:
Studies employing static models to analyze consumer behavior are less frequent, with a shift towards dynamic and contextualized approaches that account for rapid changes in consumer preferences. - Overemphasis on Western Markets:
There is a noticeable decline in research exclusively centered on Western markets, as the journal increasingly prioritizes studies that include diverse geographic perspectives. - Generic Global Marketing Frameworks:
The use of broad, one-size-fits-all marketing frameworks is waning, with a growing preference for context-specific models that consider cultural and regional nuances. - Traditional Advertising Models:
Research on traditional advertising models is becoming less common, as new digital marketing strategies and the impact of social media gain prominence.
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