We are excited to feature the latest issue of the Journal of International Marketing!
Journal of International Marketing is a peer-reviewed journal that is dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing are welcome. Aimed at both international marketing/business scholars and practitioners at senior- and mid-level international marketing positions, the journal’s prime objective is to bridge the gap between theory and practice in international marketing.
The newest issue features fascinating research ranging from global and market exports. Here are the abstracts of a few of these articles:
The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. The article addresses behavioral and managerial consequences of GCC and LCC and concludes with areas for future research.
Consumers around the globe expect firms to contribute to environmentally and socially responsible causes. Using construal level theory with a spatial distance lens, we examine effects of spatial proximity of the firm (domestic firm vs. foreign multinational corporation [MNC]), cause (domestic vs. global), and consumer cultural identity (locally oriented: nationalism and consumer ethnocentrism; distantly oriented: global identity and global citizenship through global brands) on consumer attitudes toward the firm. Across three studies with a focus on Russia and environmental causes, we consistently find that nationalism moderates consumer attitudes, whereas consumer ethnocentrism, global identity, and global citizenship through global brands do not. When firms engage in cause-related marketing and focus on proximal causes, nationalistic consumers are more favorable toward domestic firms (vs. foreign MNCs). When firms are not engaged in cause-related marketing, consumers with stronger nationalism are more favorable toward domestic firms, and consumers with weaker nationalism are more favorable toward foreign MNCs. Importantly, the effects of nationalism are mitigated when foreign MNCs and domestic firms engage with global causes. Product involvement, environmental concerns, and marketplace skepticism are predictors of attitudes toward the firm. The results highlight the importance of considering the socio-historical-political context of a given country and locally oriented nationalistic beliefs.
Relatively little is known about pricing in the export business, particularly how to organize and implement export pricing within firms and how these issues affect export performance. Therefore, this study investigates antecedents of export performance, specifically the organizational aspects of export pricing and price adaptation and the moderating role of export market characteristics, including export market turbulence, enforcement of contracts, and corruption ranks of the export market. Using a large-scale survey sample of 295 exporting firms in Austria and Germany and secondary data on the export markets involved, the authors show that both the intensity of internal pricing coordination and price adaptation have a positive effect on export performance. Specifically, in highly turbulent export markets, the intensity of internal pricing coordination contributes to export performance. Furthermore, a high level of horizontal dispersion of pricing authority is advisable in countries in which the enforcement of contracts is difficult.
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