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 2021-12-01 to 2025-12-01.)

Article	Citations
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	107
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	72
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	59
How international marketers make decisions: exploring approaches to learning and using heuristics	54
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	40
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	39
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	39
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	39
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	36
How can data-driven service innovation transform hybrid business offerings in global markets?	32
Small firms’ foreign market entry framework: rational and cognitive perspectives	31
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	30
Firm internationalization: does female board representation matter?	28
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	25
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	25
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	25
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	25
Decision-making in international marketing: past, present and future	24
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	24
Demand-side constraints affecting consumer attitudes toward digital short-term rental platforms across five European countries: a signaling theory perspective	23
“Buy local” campaigns in times of crisis: insights from reactance theory	23
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	22
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	21
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	21
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	20

Understanding firm survival in a global crisis	20
A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing	20
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	20
Guest editorial: Emerging challenges in international marketing knowledge management	19
Market knowledge acquisition and transfer in international SMEs: peculiarities, specifications and linkages to market success	19
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	19
Deglobalization and the emergence of confederated communities	18
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	18
Social media and international business: views and conceptual framing	18
The dark side of companies’ digital transformation: the carbon footprint of online activities	17
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	17
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization	17
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	16
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	16
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	15
A bibliometric approach to the evolution of artificial intelligence in digital marketing	14
A vertical portfolio approach to BOP-led growth in emerging markets	14
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	14
Unpacking the relationship between export coopetition activities and export sales performance	14
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	14
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	13
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	13
International servitization: theoretical roots, research gaps and implications	13
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	13
Negative and positive contamination in secondhand fashion consumption: does culture matter?	13
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	13
Emotions in family firms’ internationalisation: a review and suggestions for future research	12
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	12
How local dealers benefit from their international participation: evidence from Africa	12
A longitudinal study of consumer animosity: the case of the US presidential elections	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	11
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	11
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	11
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	11
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	11
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	11
Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers	10
The “indie” premium: how independent firms create product value across cultures	10
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	10
The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities	10
How emerging-market brands can overcome a weak country image	10
Does CEO IT knowledge matter for SME value? The mediating role of digital technologies	9
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
Consumer xenocentrism when domestic products are better	9
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	9
The role of socio-psychological and personality antecedents in luxury consumption: a meta-analytic review	9
Do racial stereotypes influence consumer judgment of athlete expertise? The role of explicit information	9
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	9

The role of online channel in influencing perceived firm size and brand authenticity in international marketing	9
Systematic literature review on the nexus of food waste, food loss and cultural background	9
Multi-stakeholder approach in MNEs’ product advertising: evolutionary paths of content and language	9
Impact of knowledge sharing on employees' service quality: the moderating role of artificial intelligence	8
Institutional distance and location choice: an experimental approach to the perception puzzle	8
Supply chains and ecosystems for servitization: a systematic review and future research agenda	8
Publisher’s Note	8
MNE innovation in the pursuit of SDGs in emerging markets	8
Visual patterns and consumer purchase intention: a study in international social media marketing	8
How knowledge acquisition creates a competitive edge? A qualitative inquiry from international consultancy alliance	8
The effects of individual cultural values and social relationship motivations on electronic word-of-mouth (eWOM): mediation analysis approach	8
CSR communication and international marketing: Insights from the COVID-19 pandemic	8
Linking green supply chain management and blockchain technology to green marketing and environmental performance: the mediating role of green technology innovation	7
Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market	7
Price transparency in international retailing on digital platforms	7
Personality effects on WoM and eWoM susceptibilty – a cross-country perspective	7
Opportunities for self-preferencing in international online marketplaces	7
Unveiling the potential of digital human avatars in modern marketing strategies	7
How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach	7
Same, same but different! New service development in the context of emerging markets: a review	7
Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms	7
Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework	7
Social media platforms use in startups’ international marketing strategies: a multiple case study	6
Evolution of country emotions and their impact on brand engagement among foreign residents	6
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study	6
Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective	6
The effects of AI-generated advertisements on customer engagement and emotions based on Hofstede’s cultural dimensions: a study from the generation Z international optic	6
Chatbot marketing efforts in the era of artificial intelligence: The moderating role of individualism	6
Exploring authenticity meanings in the global-local continuum: semiotic insights from the Måneskin case	6
Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions	6
When does export customer responsiveness strategy contribute to export market competitive advantage?	6
Digital tools and smart technologies in marketing: a thematic evolution	6
Understanding consumer impulse buying in live streaming commerce: a streamer communication style and consumer’s language literacy perspectives	6
Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy	6
Bringing culture into the picture: cross-cultural differences in online customer reviews	6
Intellectual capital in nonprofit organizations: a focus on social capital as a marketing enabler	6
Multinational enterprises in global value chains using MCA approach: mapping the field and future research	5
Strategies to overcome the liability of outsidership in geopolitical projects: the case of German firms in the Chinese belt and road initiative in Africa	5
Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance	5
Cultural heritage branding in a deglobalized world: global brand resonance through local cultural events	5
Cross-border platforms’ coupling of artificial intelligence adoption and strategic agility for upgraded ESMEs’ global value chains: international marketing capability perspectives	5
Consumer xenocentrism: a systematic literature review	5
How do foreign customers' perceptions of product-harm crises affect their transfer of capability- and character-based stigma?	5
Global consumer culture and national identity as drivers of materialism: an international study of convergence and divergence	5
SMEs' regional diversification: dynamic patterns and home market institutional determinants	5
Antecedents and performance outcomes of exporters’ use of internet B2B platforms	5
Testing the antecedents of customer knowledge sharing on social media: a quantitative analysis on Italian consumers	5
Guest editorial: Systematic literature reviews in international marketing: from the past to the future and beyond	5
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness	5