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Journal of International Marketing
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Special Issue on:
International Consumer Research and Consumer-based Strategy
Deadline for Submission: June 12, 2017
The world economy is increasingly becoming global. Most organizations no longer
define their scope in terms of national economies and national boundaries and
marketers must understand consumer behavior patterns in different world markets to
effectively serve the special needs of international consumers. However, despite
considerable research efforts, it is not clear whether market globalization leads to the
homogenization of consumer behavior or consumer behavior becomes more
heterogeneous due to differences across nations, countries, regions or cultures. This
issue, which is more important now than ever before, is not well understood and
clearly requires further study to allow the development of effective international
marketing strategies.
The aim of the Special Issue is to generate insights on international consumer
behavior, insights that inform strategy and are relevant to decision makers within
organizations, whether these are for-profit firms, non-profits, or governmental
agencies. Manuscripts that draw on and integrate multiple perspectives (e.g.,
psychology, sociology, anthropology or consumption economics) are especially
encouraged. The research approach can be qualitative, quantitative or mixed.
Conceptual manuscripts that focus on the strategic possibilities of international
consumer insights are also welcome. All manuscripts should have clear relevance to
the international marketing field, share a focus on consumers as the unit of analysis,
and translate consumer insights into a strategy discussion.
Possible topics include, but are not limited to:
 Similarities and differences in consumer behavior among developed,
developing, emerging, and frontier markets
 Cross-cultural comparisons in terms of consumer information processing and
decision making
 Country of origin effects
 Consumption experiences and consumer-brand relationships for local and
global brands
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Consumer ethnocentrism, animosity, national identity, and cosmopolitanism
Consumer satisfaction and complaining behavior across cultures
Global consumer culture and the global teenager
Consumer adoption and diffusion of innovations across cultures
Social media, content, and online marketing across cultures
International market segmentation
Consumers’ perception of CSR across countries
Cultural manifestations (values, heroes, rituals and symbols) and consumer
behavior
Global and local consumer culture positioning strategies
Papers targeting the Special Issue should be submitted using the JIM submission
system and will also undergo the same review process as regularly submitted papers.
The deadline for submission is JUNE 12, 2017.
Questions pertaining to the Special Issue should be directed to:
Constantine S. Katsikeas
Editor-in-Chief, Journal of International Marketing
Arnold Ziff Research Chaired Professor of Marketing and International Management
Leeds University Business School
Maurice Keyworth Building
University of Leeds
Leeds LS2 9JT
U.K.
Phone: +44 (0) 113-343-2624
Email: [email protected]