OOIR: Observatory of International Research

Papers

(The TQCC of International Marketing Review is 11. 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 2021-06-01 to 2025-06-01.)

Article	Citations
Mind the gap: identifying the chasm between environmental awareness, attitudes and action in fast fashion consumption	79
Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms	53
Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit	50
Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction	48
Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis	46
Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China	41
How international marketers make decisions: exploring approaches to learning and using heuristics	38
Luxury fashion retailers' localised marketing strategies in practice – evidence from China	38
The simultaneous effect of firm capabilities and competitive strategies on export performance: the role of competitive advantages and competitive intensity	38
Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective	36
Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization	32
Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities	30
A network model approach to enhance knowledge sharing for internationalization readiness of SMEs	29
Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective	29
Decision-making in international marketing: past, present and future	29
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	25
International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic	25
Analysing the importance of international knowledge, orientation, networking and commitment as entrepreneurial culture and market orientation in gaining competitive advantage and international perform	25
Understanding firm survival in a global crisis	24
A structured literature review on Big Data for customer relationship management (CRM): toward a future agenda in international marketing	23
The impact of innovation aspiration shortfall and CEO origin on emerging economy firms' international expansion: evidence from China	23
Charting research on international luxury marketing: where are we now and where should we go next?	23
Guest editorial: Emerging challenges in international marketing knowledge management	23
Market knowledge acquisition and transfer in international SMEs: peculiarities, specifications and linkages to market success	21

Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?	21
How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice	20
A critical review of international print advertisements: evolutionary analysis, assessment and elucidations, from 1965 to 2020	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
Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic	18
Digital platforms and international performance of Italian SMEs: an exploitation-based overview	18
Social media and international business: views and conceptual framing	18
The determinants of MNE foreign subsidiaries’ performance: a systematic literature review and future research agenda	18
Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US	16
The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies	16
A bibliometric approach to the evolution of artificial intelligence in digital marketing	16
Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility	16
International servitization: theoretical roots, research gaps and implications	15
Unpacking the relationship between export coopetition activities and export sales performance	15
The internationalization of digital platform firms: the platform-OLI (P-OLI) framework	15
Negative and positive contamination in secondhand fashion consumption: does culture matter?	14
The myth of the universal millennial: comparing millennials’ perceptions of luxury across six countries	14
Big-data AI analytics in value-chain innovation and international marketing strategy: insights from SMEs in cultural and creative industries	14
A meaning-making perspective on digital ridesharing platforms in underdeveloped markets	14
Situational ethnicity and identity negotiation: “indifference” as an identity negotiation mechanism	14
How local dealers benefit from their international participation: evidence from Africa	14
Relationships among immigrant consumers' cultural orientation, innovativeness and opinion leadership	13
How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance	13
How emerging-market brands can overcome a weak country image	12
The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets	12
Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team	12
Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda	12
Decades of research on international performance of SMEs; where are we and what are the priorities for the next decade?	12
Demystifying the evaluation of brands endorsed by religious leaders in the emerging markets	11
The “indie” premium: how independent firms create product value across cultures	11
Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions	11
New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19	11
Platform success in the international marketplace: reconfiguring digital resources for marketing agility	11