International Marketing Review: Volume 40 Issue 5

Understanding firm survival in a global crisis

Uday Salunkhe, Bharath Rajan, V. Kumar

Global crises create an environment that is characterized by a fight for survival by countries, companies and citizens. While firms have adopted business initiatives to ensure…

Employing machine learning for capturing COVID-19 consumer sentiments from six countries: a methodological illustration

Bodo B. Schlegelmilch, Kirti Sharma, Sambbhav Garg

This paper aims to illustrate the scope and challenges of using computer-aided content analysis in international marketing with the aim to capture consumer sentiments about…

Applying reactance theory to study consumer responses to COVID restrictions: a note on model specification

Michela Matarazzo, Adamantios Diamantopoulos

The purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically evaluate the…

New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19

Constantinos-Vasilios Priporas, Durga Vellore-Nagarajan

This paper aims to determine new-normal uncertainty considerations stemming from the COVID-19 pandemic to consider within transaction-cost analysis for pharmaceuticals. It also…

Managing disruptive external forces in international marketing

Insik Jeong, Ruey-Jer Bryan Jean, Daekwan Kim, Saeed Samiee

Disruptive external forces can bring businesses to a standstill and make their strategic plans obsolete overnight. COVID-19 exemplifies such a disruptive force, which has caused…

The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities

David A. Griffith, Goksel Yalcinkaya

The COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to understand the…

Being creative under the Covid-19 pandemic crisis: the role of effective inter-organizational relationship management

Leonidas C. Leonidou, Bilge Aykol, Thomas A. Fotiadis, Svetla Marinova, Paul Christodoulides

Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of…

Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis

Meletios I. Niros, Angelica Niros, Yannis Pollalis, Qing Shan Ding

This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The…

Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

Huda Khan

This article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in…

Global retailers' CSR initiatives during COVID-19 crisis: a cross-cultural examination

Wasim Ahmad, Enrico Battisti, Naeem Akhtar, Muhammad Ishfaq Ahmad, Ramiz Ur Rehman

This study develops a conceptual framework to examine (1) whether global retailers' CSR actions in the form of in-kind charitable contribution affect consumers' attribution of CSR…

CSR communication and international marketing: Insights from the COVID-19 pandemic

Anna Farmaki, Elias Hadjielias, Hossein Olya, Babak Taheri, Maria Hadjielia Drotarova

The purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19…

Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers

Denitsa Dineva, Jan Breitsohl, Holger Roschk, Masoumeh Hosseinpour

Since the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers…

A longitudinal analysis of revenue management strategies and measures implemented in the hospitality industry during the COVID-19 crisis

Pilar Talón-Ballestero, Lydia González-Serrano, M. Dolores Flecha-Barrio, Alicia Orea-Giner

This research aims to answer two major research questions related to the COVID-19 crisis from a longitudinal approach: What is the revenue management (RM) role during the…

Enhancing international marketing capability and export performance of emerging market SMEs in crises: strategic flexibility and digital technologies

Nadia Zahoor, Yong Kyu Lew

This study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and medium-sized…

Homefluencers' endorsement of millennial consumers' purchase intention in new normal

Mollika Ghosh, ABM Shahidul Islam

The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in…

The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic

Lee Heng Wei, Ong Chuan Huat, Ramayah Thurasamy

This study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE…

When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic

Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan, Rossella Sorio

Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the…

International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic

Sheshadri Chatterjee, Ranjan Chaudhuri, Alkis Thrassou, Demetris Vrontis

The research empirically examines the role of artificial intelligence (AI) integrated with social customer relationship management (SCRM) in multinational enterprises (MNEs…