OOIR: Observatory of International Research

Papers

(The median citation count of International Marketing Review is 5. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-07-01 to 2025-07-01.)

Article	Citations
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	82
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	56
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	51
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	50
How international marketers make decisions: exploring approaches to learning and using heuristics	42
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	41
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	39
Small firms’ foreign market entry framework: rational and cognitive perspectives	39
Firm internationalization: does female board representation matter?	37
Luxury fashion retailers' localised marketing strategies in practice – evidence from China	33
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	31
A network model approach to enhance knowledge sharing for internationalization readiness of SMEs	31
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	31
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	30
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	28
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	28
“Buy local” campaigns in times of crisis: insights from reactance theory	27
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	26
Analysing the importance of international knowledge, orientation, networking and commitment as entrepreneurial culture and market orientation in gaining competitive advantage and international perform	25
Decision-making in international marketing: past, present and future	25
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	24
Understanding firm survival in a global crisis	24
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	24
Guest editorial: Emerging challenges in international marketing knowledge management	23
A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing	22

Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	20
Market knowledge acquisition and transfer in international SMEs: peculiarities, specifications and linkages to market success	20
Social media and international business: views and conceptual framing	19
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	19
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	19
Charting research on international luxury marketing: where are we now and where should we go next?	19
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	18
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	18
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	18
Negative and positive contamination in secondhand fashion consumption: does culture matter?	17
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	17
The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies	17
A bibliometric approach to the evolution of artificial intelligence in digital marketing	17
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	17
Unpacking the relationship between export coopetition activities and export sales performance	16
Situational ethnicity and identity negotiation: “indifference” as an identity negotiation mechanism	15
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	15
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	15
International servitization: theoretical roots, research gaps and implications	15
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	14
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	14
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	14
Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership	13
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	13
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	13
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	13
How local dealers benefit from their international participation: evidence from Africa	12
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	12
Emotions in family firms’ internationalisation: a review and suggestions for future research	12
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	12
How emerging-market brands can overcome a weak country image	12
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	11
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	11
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	11
Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda	11
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	10
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	10
Systematic literature review on the nexus of food waste, food loss and cultural background	10
Verifying rigor: analyzing qualitative research in international marketing	10
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities	10
The “indie” premium: how independent firms create product value across cultures	10
The role of socio-psychological and personality antecedents in luxury consumption: a meta-analytic review	10
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	10
Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries	9
Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation	9
The role of online channel in influencing perceived firm size and brand authenticity in international marketing	9
CSR communication and international marketing: Insights from the COVID-19 pandemic	9
Consumer xenocentrism when domestic products are better	9
How knowledge acquisition creates a competitive edge? A qualitative inquiry from international consultancy alliance	9
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	8

MNE innovation in the pursuit of SDGs in emerging markets	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
Price transparency in international retailing on digital platforms	8
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	8
Same, same but different! New service development in the context of emerging markets: a review	8
Supply chains and ecosystems for servitization: a systematic review and future research agenda	8
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	8
Unveiling the potential of digital human avatars in modern marketing strategies	8
Quiet versus loud luxury: the influence of overt and covert narcissism on young Chinese and US luxury consumers' preferences?	8
Opportunities for self-preferencing in international online marketplaces	8
Impact of knowledge sharing on employees' service quality: the moderating role of artificial intelligence	8
Personality effects on WoM and eWoM susceptibilty – a cross-country perspective	8
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	8
Guest editorial	8
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	7
Social media platforms use in startups’ international marketing strategies: a multiple case study	7
Bringing culture into the picture: cross-cultural differences in online customer reviews	7
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism	7
Digital tools and smart technologies in marketing: a thematic evolution	7
Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler	7
International projects and political risk management by multinational enterprises: insights from multiple emerging markets	7
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	7
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	7
Commentary – Look east young sojourner!	6
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	6
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	6
A global marketing logic: local stakeholders’ influence in diverse emerging markets	6
When does export customer responsiveness strategy contribute to export market competitive advantage?	6
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	6
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	6
SMEs' regional diversification: dynamic patterns and home market institutional determinants	6
Managing disruptive external forces in international marketing	5
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	5
Global consumer culture and national identity as drivers of materialism: an international study of convergence and divergence	5
Wanderlust and local choices: unveiling digital nomads’ preference for local brands through emotion, countryphilia, and identity	5
Animosity, preference conflict and consumption context in an international crisis: a normative influence perspective	5
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	5
The impact of luxury brand status signaling, extension authenticity and fit on luxury line extension evaluation: a cross-national study	5
Enhancing international marketing capability and export performance of emerging market SMEs in crises: strategic flexibility and digital technologies	5
Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers	5
How do foreign customers' perceptions of product-harm crises affect their transfer of capability- and character-based stigma?	5
How and when does digitalization influence export performance? A meta-analysis of its consequences and contingencies	5