AIB Insights

Call for Papers:

Special Issue on International Marketing


Special Issue Co-editors:

*         Brian R. Chabowski (The University of Tulsa, USA, and University
of Vaasa, Finland)

*         Constantine S. Katsikeas (The University of Leeds, UK)

*         Saeed Samiee (The University of Tulsa, USA)

*         Attila Yaprak (Wayne State University, USA)

*         Elizabeth L. Rose (Indian Institute of Management Udaipur, India),
AIB Insights Associate Editor

AIB Insights is a peer-reviewed journal that publishes Actionable
International Business Insights. Short, topical, thought-provoking articles
should be akin to written “TED Talks”, with an applied/actionable focus;
articles should be heavy on insights, but light on references, jargon,
methods, and theory. These insights must be relevant to the international
business community of researchers, practitioners, policymakers, and
educators. With this call for papers, we invite submissions that offer novel
and applied insights addressing issues related to international marketing
(IM) or at the intersection of IM and other areas. We welcome all types of
submissions for consideration and encourage papers that demonstrate the role
of marketing in organizations as foundational, in contrast to a narrow
downstream function. 

IM is arguably the oldest and most common form of engaging in international
business. Exporting, for example, while often framed as an “international
market entry” mode, is, in fact, almost entirely marketing-driven and the
engine that keeps most international firms functioning. Seeking customers
abroad and securing orders, followed by shipping merchandise to final
destinations, constitutes exporting. Also, given the variability of demand
and intellectual property-laden context of the global economy in some
industries, services can originate in a home country, altered using
adaptation strategies, and become exports to many different host countries.
Even within the context of today’s multinational enterprises (MNEs), which
are some of the largest exporters, intra-firm sales constitute export
marketing. MNEs often require affiliates to provide competitive offers
vis-ŕ-vis external suppliers (e.g., quality, technology, service, delivery,
and price) and demonstrate they are successful in winning orders with
internal customers. 


In general, the role of marketing within organizations is more than just the
public face, serving the unique revenue-generating function. Leading
business scholars have described marketing as the firm’s sole purpose for
existence and have asserted a firm only has two functions: one is marketing
and the other, innovation, relates closely to marketing (Drucker, 1954;
Levitt, 2006). In fact, new product or service innovation is a critical and
central topic in marketing. In this context, numerous topics of practical
interest relate to marketing and are potentially suitable for this special
issue of AIB Insights. For example, all forms of foreign market entry can be
viewed as constituting IM initiatives. Regardless of market entry form,
firms extend their reach internationally to market or sell goods and
services or secure supplies for their markets elsewhere. In addition,
innovations involving the use of the Internet to conduct or manage various
marketing activities, including intelligence gathering, IM strategy
development, and implementation and control, are of particular interest for
the special issue. 


Other areas of importance include sustainability and socially responsible
global business and marketing. The current sustainability imperative in
marketing activities across firms and industries (IPCC, 2021) raises many
questions about customers, suppliers, and relationship management. More
specifically, due to the multifaceted social, environmental, and economic
dimensions of sustainability (Elkington, 1994), today’s global conditions
require discussion of the successful development of new products, pricing
strategies, channel partners, and promotional efforts. For instance,
revolutionary practical sustainability efforts implemented across developed
and emerging markets are especially noteworthy. Some Nordic economies are
seeking to rid themselves of waste completely, in an effort to generate new
jobs, protect the environment, and be profitable (Abend and Nolting, 2022).
What does this mean for the future of international marketers? How can they
adapt to these new demands from customers and governments alike? How will
international marketing managers establish new marketing channels to deliver
value in such situations? How will this affect the pricing of sustainable
goods and services in the global economy? How do culture and cultural shifts
figure into sustainable global marketing practices? 


This special issue of AIB Insights aims to address topics such as these to
offer international managers, policymakers, and scholars in the IM field
insights into effectively managing international market operations in the
future. The special issue will feature contributions that have a decidedly
managerial orientation but draw from theory. Examples of topics the special
issue editors will consider for publication include (but are not limited to)
the following: 


*	IM at the intersection of big data and market orientation: How do
international firms leverage big data and analytics in developing IM plans?
*	Building resilience in export business models: the influences of
recent disruptive forces in global trade on export market planning and
business models.
*	Developing lasting competencies focusing on the digitization of
marketing operations in light of COVID-19.
*	The limits of global consumer culture and global branding in today’s
increasingly fragmented and hypercompetitive markets.
*	The relevance and success of sustainability-focused business models
that address customer and government demands.
*	How social media is used in the international and cross-national
marketing strategies of small and large firms.
*	The importance, establishment, maintenance, and difficulties of
achieving customer satisfaction in the delivery of goods and services among
small-and-medium-sized enterprises and MNEs.
*	The specific roles of local, regional, and national informal and
formal cultural, economic, and political institutions on increasingly
populist consumer perceptions of local, international, and global goods and
*	What are the tradeoffs involved in being, on the one hand,
internationally ethical, responsible, and sustainable as a marketer and
drawing reasonable returns from marketing activities on the other? How do
firms view and measure these tradeoffs? What criteria should govern
international managerial decisions in these tradeoffs?
*	When should firms brand their products as local, global, and hybrid
products? What are the marginal costs versus the marginal benefits involved
in these decisions? How should international marketers calculate these

Submission Process and Timeline

AIB Insights is an official publication of the Academy of International
Business that provides an outlet for short (around 2500 words), interesting,
topical, current, and thought-provoking articles. Colleagues interested in
submitting to this Special Issue should consult the AIB Insights
<>  Editorial Policy and use the
<>  Online
Manuscript Submission System. Please mention “Special Issue: International
Marketing” in your cover letter when submitting your manuscript.

Deadline: The deadline for full manuscript submissions is August 31, 2022.
The expected publication of the Special Issue on International Marketing is
early 2023.




Abend, L., & Nolting, I. B. 2022. Inside Finland’s plan to end all waste by
2050. Time. January 20. New York, NY: Time USA, LLC.
<> Accessed 16 March, 2022.


Drucker, P. F. 1954. The practice of management. New York: Harper &


Elkington, J. 1994. Cannibals with forks: The triple bottom line of the 21st
century business. Stony Creek, CT: New Society Publishers.


IPCC. 2021. Climate change 2021.
.pdf. Accessed 16, April 2022.


Levitt, T. 2006. What business are you in? Classic advice from Theodore
Levitt. Harvard Business Review, 84(10): 126–137.



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