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Introduction
The integration of the world through the Internet and related technologies has made it easy to reach out to customers across geographies. It has given multifold momentum to the field of international marketing. The pace of internationalisation across organisational functions has grown faster than anticipated (Cateora et al., 2020). International marketing has become more vibrant, with platforms and technologies like blockchain, cryptocurrency, smart contracts and social media (Belu, 2019; Chang et al., 2019; Gane, 2018). There has been growing importance of emerging markets in the global economy (Pereira et al., 2019). The recent US-China conflict saw the “country of origin” (COO) again taking the centre stage. It impacted the international marketing of products and services that had a connection with these countries. The emerging markets that were international marketing hubs for many multinational enterprises (MNEs) were disrupted due to the pandemic. International marketing is also impacted by regulatory changes, differential tariff structures and political turmoil in transacting countries (Sheth, 2020). Many firms from emerging markets have grown large and are posing competition to established MNEs (Paul and Mas, 2020). The internationalisation of the firms may be a gradual process, or the firm may launch as an MNE since the inception (Paul and Rosado-Serrano, 2019). There have been transnational mergers and acquisitions for promoting technological innovations (Christofi et al., 2019; Vrontis and Christofi, 2019). The stakeholder commitment is important in such cross-border engagements (Leonidou et al., 2020; Christofi et al., 2017). This highlights the volatility in the international markets. There is a growing interest in academia and among practitioners in international marketing and related aspects.
International Marketing Review (IMR) is a premier journal in this domain. IMR has striven ceaselessly to push the core of international marketing knowledge since its inception. Over the years, IMR has evolved as a pluralistic source, publishing multi-disciplinary research that is conceptual, qualitative and (or) quantitatively empirical. The primary thrust of IMR is to bridge the gap between the theories and practices around international market entry decisions, international retailing, export marketing, channel management, consumer ethnocentrism, international marketing strategy and so forth.
Acknowledged for its original and high-quality peer-reviewed contents, the journal was rated “3” in the UK's Chartered Association of Business Schools'...