Reino Unido
International Marketing Review (IMR) is a leading academic journal dedicated to advancing knowledge in international marketing theory and practice. IMR welcomes any work that addresses challenges for organizations that operate across borders.
Topics of interest include, but are not limited to, cross-cultural consumer behavior, global branding, international market entry strategies, digital marketing in a global context, and the impact of globalization on marketing practices. IMR is pluralistic and accepts conceptual and empirical (quantitative or qualitative) work.
IMR is the right outlet for research that
- studies international marketing variables, such as consumer-related variables like cultural orientation, ethnocentrism, cosmopolitanism, and consumer animosity, or strategy-related variables like internationalization and related capabilities, marketing program standardization vs. adaptation, and global vs. local brand positioning strategies,
- investigates marketing issues in cross-national/cross-cultural settings, such as multi-country comparisons of relevant consumer behaviors (e.g., product adoption, service interactions, brand loyalty) or marketing activities (e.g., market entry modes, channel configuration, pricing), or
- explores culture-specific phenomena neglected by the mainstream (Western-centric) marketing literature.
