International Marketing Review: Volume 35 Issue 4

Africa rising in an emerging world: an international marketing perspective

Joseph Amankwah-Amoah, Nathaniel Boso, Yaw A. Debrah

The purpose of this paper is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.

Foreign participation and internationalization intensity of African enterprises

Bedman Narteh, George Acheampong

The purpose of this paper is to establish the relationship between foreign participation in enterprises in Africa, their internationalization intensity and the associated…

Innovation and competitive advantage creation: The role of organisational leadership in service firms from emerging markets

Thomas Anning-Dorson

The purpose of this paper is to explain how emerging market firms create competitive advantage through innovation. The study through the upper echelon theory and the power…

Framing hybrid exchanges in subsistence contexts

Fredah Gakii Mwiti, Winfred Ikiring Onyas

The purpose of this paper is to deepen the understanding of subsistence exchange practices and their contribution to international marketing theory and practice. It draws on the…

Mitigating microfinance marketing channels inefficiencies with customerization of mobile technology

Esi Abbam Elliot, Benjamin Ngugi, Charles A. Malgwi

The purpose of this paper is to investigate how technological innovations mitigate inefficiencies in marketing channels in the context of microfinance markets in emerging markets…

The effect of export market-oriented culture on export performance: Evidence from a Sub-Saharan African economy

Oluwaseun Eniola Olabode, Ogechi Adeola, Shahin Assadinia

The purpose of this paper is to examine how export learning capability and export environmental turbulence serve as mechanisms and boundary conditions to link export…

Export promotion programmes and the export performance of Ghanaian firms: The mediating role of foreign market attractiveness

Revti Raman Sharma, Gloria Sraha, Dave Crick

The purpose of this paper is to examine the mediating role of foreign market attractiveness on the association between export promotion programmes (EPPs) and export performance in…

Nascent multinationals from West Africa: Are their foreign direct investment motivations any different?

Kevin I.N. Ibeh, Idika Awa Uduma, Dilshod Makhmadshoev, Nnamdi O. Madichie

The purpose of this paper is to explore the motivations underpinning the foreign direct investment (FDI) activities, including the location and entry mode decisions, of nascent…