Global Marketing in Times of Disruption, Volume 22 in the Review of Marketing Research series, delves into the multifaceted disruptions reshaping the domain of international marketing, fuelled by shifts in geopolitical dynamics, technological advancements, and consumer behaviour. A diverse selection of international authors contribute to our understanding of the implications of disruptions for global marketing strategy, based on their impact on firms, markets, consumers, and policy makers. They address the range of disruptions across four categories: anti-globalisation and nationalistic sentiments; trade wars; climate change; and digital platforms and payment technologies.
The convergence of these disruptions has fundamentally altered the dynamics of international marketing, necessitating a paradigm shift in how firms approach global market expansion and consumer engagement. Agility and adaptability emerge as indispensable attributes for marketers seeking to navigate the complexities of the global marketplace. By embracing innovation, sustainability, and a nuanced understanding of local contexts, firms can position themselves to thrive amidst disruption and seize opportunities for growth in an increasingly turbulent global landscape.
Global Marketing in Times of Disruption, Volume 22 in the Review of Marketing Research series, delves into the multifaceted disruptions reshaping the domain of international marketing, fuelled by shifts in geopolitical dynamics and consumer behaviour.
Chapter
1. Navigating the New Terrain of International Marketing in an
Age of Disruption: An Introduction to Volume 22; Kelly Hewett and Yuliya
Strizhakova
Chapter
2. Global Brands in Anti-globalization Backlashes, Whitelashes,
Greenlashes, and Wokelashes: Perspectives and Challenges; Mark Cleveland and
Nicolas Papadopoulos
Chapter
3. American Dissonance: Expressive Benefits from Anti-Globalization
Sentiment, Consumption Benefits from Global Brand Purchase; Claudiu Dimofte
Chapter
4. Should I Stay or Should I Go? A Qualitative Exploration of
Consumer Reactions to Brands Exit Decisions in Times of Geopolitical
Conflict; Ayegül Özsomer and Selin Altaras
Chapter
5. Smartphone Usage and Ethnocentric Consumer Attitudes and Behavior;
Stanford A. Westjohn and Peter Magnusson
Chapter
6. The Disruptive Effects of Changes in Institutional Distance on
Global Marketing; Goksel Yalcinkaya and David A. Griffith
Chapter
7. Sufficiency Orientation in Global Marketing; Petra Riefler, Maike
Gossen, and Christian Garaus
Chapter
8. Embracing Environmental Sustainability as a Disruptive
Opportunity; Yuliya Strizhakova and Robin Coulter
Chapter
9. Digital Payment Disruptions and Impact on Retailers Business
Models: A Review from an International Marketing Perspective; Nandini Nim,
Murali Krishna Mantrala, and Syed Amir Alisha
Chapter
10. The RISE of Digital Platforms in Global Marketing; Timo Mandler
and Julian Wichmann
Kelly Hewett is Professor and Department Chair in Marketing at the College of Business at Colorado State University. She serves as Associate Editor for the Journal of Marketing and the International Journal of Research in Marketing and previously served as Editor-in-Chief of the Journal of International Marketing.
Yuliya Strizhakova is Associate Professor of Marketing, School of Business Camden, Rutgers University. Strizhakovas research focuses on global marketing and consumer behaviour, global branding, and environmental sustainability. She is an Associate Editor at Journal of International Marketing and Journal of Business Research.
