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International marketing strategies of emerging market firms: nature, boundary conditions, antecedents, and outcomes

International marketing strategies of emerging market firms: nature, boundary conditions, antecedents, and outcomes

The main objectives of this special issue are to: (1) publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and (2) advance a narrative for future research on emerging market firms’ international marketing activities. This introduction to the special issue provides a review of the extant literature on the international marketing strategy of emerging market firms, focusing on summarizing key empirical contributions on the topic over the last three decades. Subsequently, we discuss how each article included in this special issue helps advance our agenda to develop scholarly knowledge on emerging market firms’ international marketing strategy.


Emerging market multinationals’ international equity-based entry mode strategies: review of theoretical foundations and future directions, Innovativeness as a driver of the international expansion of developing markets’ firms: evidence of curvilinear effects, Institutional interactions and foreign firms’ strategies under tribal rule complexities in emerging markets , International marketing strategies of emerging market firms: nature, boundary conditions, antecedents, and outcomes , Market orientation and export performance: the moderation of channel and institutional distance, Operational capabilities and entrepreneurial opportunities in emerging market firms: explaining exporting SME growth , SME international innovation and strategic adaptiveness: the role of domestic network density, centrality and informality, What is in a name? Cross-national distances and subsidiary’s corporate visual identity change in emerging-market firms’ cross-border acquisitions

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