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Call for papers
International Marketing Review
Special Issue on

Emerging Perspectives in Qualitative Research in International Marketing

The special issue will address the future direction for qualitative research in the field of international marketing. Traditionally the international marketing field has been dominated by research studies based on quantitative techniques of data collection and analysis. Yet increasingly there is an interest in the ‘in-depth’ studies that are produced from qualitative work in cross-cultural research (e.g. Jackson and Niblo, 2003), retail internationalisation (e.g. Eren-Erdogmus et al. 2010; Palmer and Quinn, 2007; Sparks, 2000) and strategies in emerging markets (e.g. Hoskisson et al. 2000).

Qualitative research encompasses a diverse range of methods that includes, but is not limited to, single or multiple case studies, ethnographic/field studies, unobtrusive observations, interviews, narrative analysis, participant observation/action research, grounded theory practice, and archival analysis of documents, letters and annual reports. Qualitative approaches enable researchers to unveil important new insights by exploring the “how” and the “why” of international marketing (Craig and Douglas, 2001; Ghauri and Grønhaug 2005). In the special issue we hope to develop these findings by discussing emerging and dynamic themes that are informed by qualitative research methods in an international marketing context as well as showcase exemplars of various forms of qualitative research that advance our understanding of international marketing phenomena.

The special issue aims to include, but is not limited to, the following topics:

• New contributions in qualitative research methods that advance management knowledge in international marketing and business.
• Modelling best practices through the use of qualitative methodologies.
• Rigorous theory induction in international marketing research to build testable propositions.
• Qualitative methods and cross-cultural marketing.
• The role of focus group research in brand formation and decision making across international markets.
• Method diversity: the challenges posed when understanding international marketing phenomena.
• In-depth case study exemplars of enhanced business performance.
• The role of qualitative research in predicting market outcomes in an international comparative context.
• Qualitative assessment and retail internationalisation.
• Comparative research studies using qualitative methods to explore regional and global business strategies.
• Studies that use novel qualitative techniques to expand and build international marketing theory.

We invite contributions from those working with a combination of qualitative research methods in international marketing. We are particularly interested in original research submissions that are informed by qualitative research methods. Manuscripts should demonstrate new applications of existing qualitative methods to substantive questions in international marketing research. These articles should address the manner in which the new applications advance understanding of international marketing research.

All submissions will be reviewed in accordance with the reviewing process guidelines outlined in the Notes for Contributors on the International Marketing Review Homepage. The journal home page and author guidelines may be accessed from:

The contribution of the paper should be clearly stated in the structured abstract and should be in accordance with the special issue theme.

Deadline for submission – March 31 2012.

Any queries should be sent to the Guest Co-Editors of the special issue at the following addresses

Dr Stephanie Slater, Lecturer in International Marketing, Strategy and Business, Cardiff Business School, Aberconway Building, Colum Drive, Cardiff. CF10 3EU. UK. Tel: 029 2087 6949, Email: slaters@cf.ac.uk

Professor Costas Andriopoulos, Professor of Strategy, Cardiff Business School, Aberconway Building, Colum Drive, Cardiff. CF10 3EU. UK. Tel: 029 2087 5204, Email: AndriopoulosC@cf.ac.uk

References:

Craig, C.S., Douglas, S.P. (2001), "Conducting international marketing research in the twenty-first century", International Marketing Review, Vol. 18 No.1, pp.80-90.

Eren-Erdogmus, I., Cobanoglu, E., Yalcin, M. And Ghauri, P. (2010), “Internationalization of emerging market firms: the case of Turkish retailers”, International Marketing Review, Vol. 27, pp. 316-337.

Ghauri, P.N., Grønhaug, K. (2005), Research Methods in Business Studies: A Practical Guide, 3rd ed., Prentice-Hall, London.

Hoskisson, R.E., Eden, L., Lau, C.M., Wright, M. (2000), "Strategy in emerging economies", Academy of Management Journal, Vol. 43, pp. 249-67.

Jackson, M., Niblo, D. (2003), "The role of qualitative methodology in cross-cultural research", Qualitative Research Journal, Vol. 3, pp. 18-27.

Palmer, M., Quinn, B. (2007), "The nature of international retail divestment: insights from Ahold", International Marketing Review, Vol. 24, pp. 26-45.

Sparks, L. (2000), "Seven-eleven Japan and the Southland corporation: a marriage of convenience?", International Marketing Review, Vol. 17, pp. 401-415.

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