Table of contents - Special Issue: Emerging perspectives in qualitative research in international marketing
A qualitative approach to understanding brand image in an international context: Insights from Croatia and Serbia
Ružica Brečić, Jelena Filipović, Matthew Gorton, Galjina Ognjanov, Žaklina Stojanović, John WhiteThe paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory;…
A qualitative enquiry into the appropriation of mobile telephony at the bottom of the pyramid
Bidit Lal Dey, Ben Binsardi, Renee Prendergast, Mike SarenThe paper aims to analyse bottom of the pyramid (BoP) customers’ (e.g. Bangladeshi farmers) use and appropriation of mobile telephony and to critically identify a suitable…
Drivers of information sharing and export performance in the Jordanian agri-food export supply chain: A qualitative study
Luai Jraisat, Manto Gotsi, Michael BourlakisOur understanding of the drivers of information sharing in export supply chains (ESCs) in general, and in agri-food ESCs in particular, remains scarce. In response, the authors’…
The influence of intra-national cultural heterogeneity on product standardisation and adaptation: A qualitative study
Konstantinos Poulis, Efthimios PoulisChallenging assumptions about the uni-nationality of markets, the paper aims to understand the role of intra-national cultural heterogeneity in product standardisation and…
Exploring the landscape of qualitative research in international marketing: Two decades of IMR
Constantine Andriopoulos, Stephanie SlaterThe authors seek to show the extent and nature of qualitative research in international marketing in IMR (International Marketing Review) and then aim to understand and explain…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan