Dear AIB-List admins,

 

Could you please circulate the following CFP? Many thanks in advance.

Best regards,

 

Timo Mandler

Associate Professor | Department of Marketing & International Business | TBS Education

[log in to unmask] | www.timo-mandler.com

 

 

 

 

Special Issue Call for Papers from the International Marketing Review

“International Marketing Perspectives on Digital Platforms and Ecosystems”

 

Guest Editors: Timo Mandler (TBS Education), Jun Luo (University of Nottingham Ningbo China), Natalia Yannopoulou (Newcastle University Business School), Jochen Wirtz (National University of Singapore)

 

About the Special Issue

Digitalization has led to the emergence of platform business models that have disrupted many industries around the world and continue to transform the global economy (Nambisan, Zahra, and Luo 2019; Rangaswamy et al. 2020; Wirtz et al. 2019). Today, many of the world’s most valuable companies – Apple, Amazon, Alphabet, Meta, Tencent, Alibaba – operate one or more digital platforms (McIntyre et al. 2021; Statista 2021). These platforms are internet-based and provide an interface (e.g., website or app) that facilitates interactions between different groups of users. Digital platforms typically generate revenue by charging some of their user groups (e.g., sellers or advertisers) fees for accessing their platforms or conducting transactions on them (Stallkamp and Schotter 2018). Prominent examples include social media platforms, such as Weibo, Facebook, and LinkedIn, which connect billions of users across the world and provide firms opportunities to interact with them (Sheth 2020); online marketplaces, such as Alibaba, Amazon, and Etsy, which bring buyers and sellers of products and services together (Bei and Gielens 2020); and sharing economy platforms, such as Uber, Didi, and Airbnb, which allow users to provide other users (“peers”) access to an underutilized asset, such as a room or a car (Kozlenkova et al. 2021).

Due to their modular architecture and scalability, digital platforms can grow into large ecosystems incorporating diverse sets of actors who contribute different resources and capabilities to the process of value co-creation. In fact, the locus of value creation is not inside but outside the platform, which calls for new insights to understand the complex, multilateral interactions among platform providers and its users (Li et al. 2019). The complexity of digital platforms and associated ecosystems, paired with their enormous economic footprint, has sparked much interest across different disciplines, such as management (e.g., McIntryre and Srinivasan 2016), information systems (e.g., Constantinides, Henfridsson, and Parker 2018), international business (e.g., Brouthers, Geisser, and Rothlauf 2016), and marketing (e.g., Rangaswamy et al. 2020).

Marketing plays a key role in attracting users to a platform, increasing the number and quality of interactions that take place on it, reducing transaction costs for its users, and lowering a platform’s production costs (Rangaswamy et al. 2020). Accordingly, marketing scholars have shed light on various phenomena related to digital platforms, such as consumers’ adoption behavior, user- and firm-generated content, online brand communities, electronic word-of-mouth, product reviews, customer trust, and online conflicts (Chandrasapth et al. 2021; Dwivedi et al. 2021; Lamberton and Stephen 2016). However, few studies on digital platforms have adopted an international perspective.

This special issue seeks to push the boundaries of international marketing research by publishing original work on digital platforms, such as social media platforms (e.g., social networks, content sharing & curation platforms, micro-blogs, discussion forums, consumer review sites), online marketplaces (e.g., B2B platforms, B2C platforms, C2C platforms), sharing economy platforms (e.g., lodging, ride-sharing, freelancing, crowd-funding), and hybrid platform types (e.g., social/live commerce platforms). We welcome any conceptual or empirical (qualitative or quantitative) work that sheds light on (1) the role of international marketing constructs (e.g., country-of-origin, psychic distance, ethnocentrism, cosmopolitanism) in the context of international interactions and exchanges on digital platforms, (2) cross-national differences (e.g., China vs. the U.S. vs. Europe) concerning relevant phenomena, such as consumer privacy and personal data protection (e.g., corporate digital responsibility), platform architecture and designs (e.g., platform governance and regulation), and market structures (e.g., digital maturity, competitive intensity, entrepreneurial ecosystems), or (3) culture-specific phenomena that have been neglected by the mainstream (Western-centric) marketing literature.

Relevant research should have implications for international market selection and entry strategies, customer acquisition and retention (relationship marketing), customer engagement strategies, product development and launch strategies, pricing and promotion strategies, brand communication, crisis communication, service failure and recovery strategies, online community management, content seeding strategies, influencer marketing, or public policy.

For more information about the scope of the special issue, please refer to the full CFP (https://tinyurl.com/imr-si-imxdigital) or www.digital-platforms.info.

 

Submission information

All papers will be subjected to double-blind peer review. Please check the section “Author guidelines” on the journal’s official website for further information about the expected format of prospective submissions. Please submit the manuscript to: https://mc.manuscriptcentral.com/imrev

Submission deadline: September 1, 2023

Feedback opportunities prior to submission

1. Virtual Event “IMxDigital”, April 20/21, 2023. Submission deadline: January 30, 2023. Further details on this event, featuring presentations of selected submissions, will follow on October 1, 2022 at www.digital-platforms.info.

2. Special session at the 2023 Global Marketing Conference, Seoul (South Korea), July 20-23, 2023. Further details on the conference (including the submission process) are available at https://2023gmc.imweb.me/.

Please note that participation in the virtual event or special conference session is not required for submitting a paper to the special issue. We offer these events to support prospective authors in developing their work before entering the peer-review process.

References

Bei, Z. and Gielens, K. (2020), “Overcoming institutional and infrastructure weaknesses in China via online third-party marketplaces”, Journal of International Marketing, Vol. 28 No. 2, pp. 3-19.

Brouthers, K. D., Geisser, K. D. and Rothlauf, F. (2016), “Explaining the inter­nationali­zation of ibusiness firms”, Journal of International Business Studies, Vol. 47 No. 5, pp. 513-534.

Chandrasapth, K., Yannopoulou, N., Schoefer, K., Licsandru, T., and Papadopoulos, T. (2021), “Conflict in online consumption communities: A systematic literature review and directions for future research”, International Marketing Review, Vol. 38 No. 5, pp. 900-926.

Constantinides, P., Henfridsson, O. and Parker, G. G. (2018), “Platforms and infra­structures in the digital age”, Information Systems Research, Vol. 29 No. 2, pp. 381-400.

Dwivedi, Y. K., Ismagilova, E., Hughes D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., and Wang, Y. (2021), “Setting the future for digital and social media marketing research: Perspectives and research propositions”, International Journal of Information Management, Vol. 59 No. C, 102168.

Kozlenkova, I. V., Lee, J.-Y., Xiang, D. and Palmatier, R. W. (2021), “Sharing economy: international marketing strategies”, Journal of International Business Studies, Vol. 52 No. 8, pp. 1445-1473.

Lamberton, C. and Stephen, A. T. (2016), “A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry”, Journal of Marketing, Vol. 80 No. 6, pp. 146-172.

Li, J., Chen, L., Yi, J., Mao, J. and Liao, J. (2019), “Ecosystem-specific advantages in international digital commerce”, Journal of International Business Studies, Vol. 50 No. 9, pp. 1448-1463.

McIntyre, D., Srinivasan, A., Afuah, A., Gawer, A., and Kretschmer, T. (2021), “Multisided platforms as new organizational form”, Academy of Management Perspectives, Vol. 35 No. 4, pp. 566-583.

Nambisan, S., Zahra, S. A. and Luo, Y. (2019), “Global platforms and ecosystems: implications for international business theories”, Journal of International Business Studies, Vol. 50 No. 9, pp. 1464-1486.

Rangaswamy, A., Moch, N., Felten, C., van Burggen, G., Wieringa, J. E., and Wirtz, Jochen (2020), “The role of marketing in digital business platforms”, Journal of Interactive Marketing, Vol. 51 No. C, pp. 72-90.

Samiee, S., Katsikeas, C. S. and Hult, G. T. M. (2021), “The overarching role of international marketing: relevance and centrality in research and practice”, Journal of International Business Studies, Vol. 50 No. 8, pp. 1429-1444.

Sheth, J. N. (2020), “Borderless media: Rethinking international marketing”, Journal of International Marketing, Vol. 28 No. 1, pp. 3-12.

Stallkamp, M. and Schotter, A. P. J. (2021), “Platforms without borders? The international strategies of digital platform firms”, Global Strategy Journal, Vol. 11 No. 1, pp. 58-80.

Statista (2021), “The 100 largest companies in the world by market capitalization in 2021”, https://www.statista.com/statistics/263264/top-companies-in-the-world-by-market-capitalization/ (accessed June 6, 2022).

Steenkamp, J.-B. E. M. (2020), “Global brand building and management in the digital age”, Journal of International Marketing, Vol. 28 No. 1, pp. 13-27.

Thomaz, F. (2020), “The digital and physical footprint of dark net markets”, Journal of International Marketing, Vol. 28 No. 1, pp. 66-80.

Wirtz, J., Fung So, K. K., Mody, M. A., Liu, S. Q., and Chun, H. H. (2019), “Platforms in the peer-to-peer sharing economy”, Journal of Service Management, Vol. 30 No. 4, pp. 452-483.