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International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Special issue on International marketing theory, strategy and implementation: insights from Latin America Deadline for submissions 31 March 2011

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Article citation: , (2011) "Special issue on International marketing theory, strategy and implementation: insights from Latin America Deadline for submissions 31 March 2011", International Marketing Review, Vol. 28 Iss: 1, pp. -

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Special issue on International marketing theory, strategy and implementation: insights from Latin America
Deadline for submissions 31 March 2011

Article Type: Call for papers From: International Marketing Review, Volume 28, Issue 1

Despite the fact that the body of research on international marketing focused on emerging markets is growing, the attention paid to the Latin-American context continues to be very limited (Samiee and Athanassiou, 1998; Birnik and Bowman, 2007; Fastoso and Whitelock, 2007, 2010; Okazaki and Mueller, 2007). While the region has received some attention in the more general area of management – as shown, for example, by the Strategic Management in Latin America (SMLA) conferences and the special issues deriving from them in the Journal of Business Research (Vol. 63 No. 7; Vol. 62 No. 9; Vol. 61 No.6) – research in international marketing in the Latin-American context remains neglected. This is surprising, given the substantive economic importance of a region with a population of over 550 million and a GDP of approximately US$4 trillion. The International Marketing Review therefore seeks to publish a special issue titled ``International marketing theory, strategy and implementation: insights from Latin America''.

Authors are encouraged to submit papers of both an empirical and a conceptual nature, presenting insights from the Latin-American context which advance our knowledge and understanding of international marketing from a theoretical, strategic or implementation perspective. Papers should follow International Marketing Review's editorial guidelines, especially those related to the international nature of the work published in the journal (www.emeraldinsight.com/imr.htm). As such, papers on aspects of marketing within a specific country in Latin America are not encouraged, unless they demonstrate a clear contribution to international marketing knowledge.

Possible topics include (but are not limited to):

• Cross-national market segmentation
• Foreign market entry forms (e.g. exporting, FDI, licensing, franchising)
• Global and regional products, brands, and branding strategies
• Pricing and distribution strategies
• Standardization vs adaptation issues
• Regionalization/semi-globalization strategies
• Research design challenges in international marketing in the
  Latin-American context
• Validity and validation of constructs developed elsewhere in a
  Latin-American context
• Retail internationalization
• Country of origin effects
• International advertising strategy and implementation
• The internationalization of Latin-American multinational enterprises (MNEs).

Please submit papers by 31 March 2011 via the Manuscript Central online submission system: http://mc.manuscriptcentral.com/imrev

Accepted papers will be published in 2012.

Queries should be directed to the special issue Co-editors:

Prof. Dr Jeryl Whitelock, Bradford University School of Management, UK
Tel: +44 (0)1274 234262
E-mail: J.Whitelock@Bradford.ac.uk

Dr Fernando Fastoso, Bradford University School of Management, UK
Tel: +44 (0)1274 234262
E-mail: F.Fastoso@Bradford.ac.uk

References

Birnik, A. and Bowman, C. (2007), "Marketing mix standardization in multinational corporations: a review of the evidence'', International Journal of Management Reviews, Vol. 9 No. 4, pp. 303-24.

Fastoso, F. and Whitelock, J. (2007), "International advertising strategy: the standardisation question in manager studies'', International Marketing Review, Vol. 24 No. 5, pp. 591-605.

Fastoso, F. and Whitelock, J. (2010), "Regionalization vs globalization in advertising research: insights from five decades of academic study'', Journal of International Management, Vol. 16 No. 1, pp. 32-42.

Okazaki, S. and Mueller, B. (2007), "Cross-cultural advertising research: where we have been and where we need to go'', International Marketing Review, Vol. 24 No. 5, pp. 499-518.

Samiee, S. and Athanassiou, N. (1998), "International strategy research: cross-cultural methodology implications'', Journal of Business Research, Vol. 43 No. 2, pp. 79-97.