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Call for Papers
Special Issue of International Marketing Review (IMR)

International marketing theory, strategy and implementation: insights from Latin America

Deadline for submissions 31 March 2011

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. 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 the IMR 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 the 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.

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