International Marketing Review: Volume 26 Issue 2

Capabilities and propensity for cooperative internationalization

César Camisón, Ana Villar

The purpose of this paper is to provide an in‐depth appraisal of the internal drivers motivating firms to select cooperative internationalization processes.

Marketing strategy antecedents of value adding by foreign subsidiaries

Anders Pehrsson

The purpose of this paper is to extend the knowledge of marketing strategy antecedents of industrial value adding in foreign markets. It attempts to answer the following two…

Brand identity documentation: a cross‐national examination of identity standards manuals

Begoña Jordá‐Albiñana, Olga Ampuero‐Canellas, Natalia Vila, José Ignacio Rojas‐Sola

The purpose of this paper is to identify the key features of an identity standards manual and assess the differences in the rules used for applying the brand to both low‐ and…

Role of satisfaction in an integrative model of brand loyalty: Evidence from China and South Korea

Hong‐Youl Ha, Swinder Janda, Sang‐Kyu Park

Despite an extensive body of research on brand loyalty, it has been demonstrated that customer‐based brand research is still in a state of evolution. The purpose of this paper is…

Retail internationalisation from emerging markets: case study evidence from Chile

Constanza Bianchi

Research on international retailing has generally emanated from Europe and North America. Nonetheless, retailers from emerging countries can also be important players in regional…

International Marketing in the Network Economy: A Knowledge‐based Approach

Carlos M. Rodriguez

Editorial

John Cadogan