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 2022-06-01 to 2026-06-01.)

Article	Citations
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	95
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	55
Consumer animosity and product perception: significance of perceived domestic alternatives during deglobalisation	49
Reconfiguring resource orchestration via social capital: a processual view of blockchain in supply chains	41
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	39
Environmental activism and sustainable consumption: the mediating roles of materialism and cosmopolitanism in Canada and Spain	28
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	27
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	27
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	26
Understanding consumers' perceived credibility bias and reactions to online disclosures of transgressions by foreign vs domestic brands	26
How can data-driven service innovation transform hybrid business offerings in global markets?	25
The role of institutional technology management (ITM) in MNCs' international trade resilience and supply chain agility in African emerging markets	25
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	24
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	22
Small firms’ foreign market entry framework: rational and cognitive perspectives	22
Firm internationalization: does female board representation matter?	21
International marketing strategies leveraging country-of-origin effects in luxury market: a systematic review and research agenda	21
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	21
Decision-making in international marketing: past, present and future	20
Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals	20
“Buy local” campaigns in times of crisis: insights from reactance theory	20
Spicing up export functions with Chutzpah – the context of market-driven and market-driving export orientations	20
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	19
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	19
AI storytelling for global consumers: does it improve luxury brand experience and what is the role of culture?	18

Demand-side constraints affecting consumer attitudes toward digital short-term rental platforms across five European countries: a signaling theory perspective	17
Exploring MNEs’ inter-organizational knowledge transfer processes for enhancing innovation capability	17
Knowledge management, operational resilience and export performance: moderating roles of strategic flexibility and maturity of digital transformation in emerging markets	17
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	16
Guest editorial: Emerging challenges in international marketing knowledge management	16
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities	16
Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	16
Unraveling the nexus of corporate political engagement and greenwashing in global markets	16
The paradoxes of generative AI-mediated acculturation	15
Conceptualizing consumer resistance in global consumer culture: framework and research agenda	15
Deglobalization and the emergence of confederated communities	15
Social media and international business: views and conceptual framing	15
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	14
Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization	14
The adoption of non-fungible tokens (NFTs) in brand-customer interactions: engagement tool or hype?	14
The dark side of companies’ digital transformation: the carbon footprint of online activities	13
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	13
Understanding SMEs’ internationalization through digital platforms: the role of knowledge sharing and consumer education	13
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	13
A bibliometric approach to the evolution of artificial intelligence in digital marketing	13
A longitudinal study of consumer animosity: the case of the US presidential elections	12
Negative and positive contamination in secondhand fashion consumption: does culture matter?	12
Founder CEOs and firms' foreign subsidiary ownership: Do non-CEO executives matter?	12
A vertical portfolio approach to BOP-led growth in emerging markets	12
Unpacking the relationship between export coopetition activities and export sales performance	12
International servitization: theoretical roots, research gaps and implications	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	11
How local dealers benefit from their international participation: evidence from Africa	11
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	11
Emotions in family firms’ internationalisation: a review and suggestions for future research	11
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	10
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	10
The “indie” premium: how independent firms create product value across cultures	10
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	10
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	10
Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs	10
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	10
How emerging-market brands can overcome a weak country image	10
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	10
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	10