OOIR: Observatory of International Research

Papers

(The TQCC of International Marketing Review is 10. 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 2022-01-01 to 2026-01-01.)

Article	Citations
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	77
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	59
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	55
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	45
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	41
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	40
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	40
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	32
How can data-driven service innovation transform hybrid business offerings in global markets?	30
Small firms’ foreign market entry framework: rational and cognitive perspectives	26
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	26
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	25
Firm internationalization: does female board representation matter?	25
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	23
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	23
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	23
Decision-making in international marketing: past, present and future	22
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	21
Demand-side constraints affecting consumer attitudes toward digital short-term rental platforms across five European countries: a signaling theory perspective	21
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	21
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	21
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	20
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	20
“Buy local” campaigns in times of crisis: insights from reactance theory	20
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	18

Guest editorial: Emerging challenges in international marketing knowledge management	18
Deglobalization and the emergence of confederated communities	18
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	18
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	17
The dark side of companies’ digital transformation: the carbon footprint of online activities	17
Social media and international business: views and conceptual framing	17
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	17
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization	17
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	15
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	15
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	15
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	15
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	14
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	14
Negative and positive contamination in secondhand fashion consumption: does culture matter?	14
A bibliometric approach to the evolution of artificial intelligence in digital marketing	14
Unpacking the relationship between export coopetition activities and export sales performance	14
A vertical portfolio approach to BOP-led growth in emerging markets	14
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	13
International servitization: theoretical roots, research gaps and implications	13
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	13
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	13
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	13
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	12
How local dealers benefit from their international participation: evidence from Africa	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	12
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	12
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11
Emotions in family firms’ internationalisation: a review and suggestions for future research	11
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	11
How emerging-market brands can overcome a weak country image	11
A longitudinal study of consumer animosity: the case of the US presidential elections	11
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	10
The “indie” premium: how independent firms create product value across cultures	10
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	10
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	10
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	10
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	10
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	10