International Journal of Export Marketing (5 papers in press)

Special Issue on: In Memory Of Professor Jorma Larimo (1954-2022)

• Harnessing social media business affordances for internationalisation: multiple case study of small and medium-sized enterprises  
  by Heini Vanninen, Joel Mero, Charmaine Glavas 
  Abstract: This study examines how small and medium-sized enterprises (SMEs) leverage social media affordances in their internationalisation pursuits. A multiple case study of eight SMEs representing business-to-business and business-to-consumer firms from Australia and Finland reveals that social media affordances are used for internationalisation pursuits via three core activities: 1) generation of market intelligence; 2) marketing communications; 3) relationship marketing. Furthermore, when conducting these activities, SMEs were found to employ either firm-centric or market-centric logic that led to the identification of six unique social media business affordances. The study contributes to theory by demonstrating how social media business affordances are harnessed for internationalisation and showing the implications of firm-centric and market-centric logics in the execution of social media activities.
  Keywords: social media; digital technologies; affordance theory; digital marketing; internationalisation; small and medium-sized enterprises; SMEs.
  DOI: 10.1504/IJEXPORTM.2022.10048615
   
  
• Spatial proximity as an independent variable in (international) marketing and management research  
  by André Van Hoorn 
  Abstract: Spatial proximity matters for a range of managerial and marketing-related phenomena and its use as an independent variable seems innocuous. However, building on recent advances in the contextual distance literature in international management, we argue that analyses involving spatial proximity can be far more intricate than commonly realised. The problem is the statistical biases that can be caused by location-identification, which refers to proximity measures' tendency to correlate with locations in a sample and thus partially capture location-specific effects when included in regression models. Empirical evidence confirms that spatial proximity measures are also prone to location-identification. Further evidence demonstrates how location-identification matters for spatial proximity research because it can bias the estimated relationship between spatial proximity and the phenomenon studied. Our main contribution is to show the relevance of location-identification threatening the validity of spatial proximity studies that are common in international marketing and in management studies more broadly. Export managers are also advised to be wary of conflating distance-driven influences on their firms with effects genuinely due to location factors.
  Keywords: location effects; spatial proximity effects; distance-location conflation; distance-location correlations; pure-distance approach; fixed-effects approach.
  DOI: 10.1504/IJEXPORTM.2022.10051730
   
  
• Happy customers means more business – a comparative study of a global food chain in COVID-19 endemic era  
  by R.K. Srivastava 
  Abstract: The purpose of this study is to explore the factors influencing the happiness of customers of two global coffee food chains through qualitative research in the post pandemic era. It is a qualitative research employing sentiment analysis through 'Sprinkler Software' to assess the sentiment of customers of Starbucks and Barista followed by focus interviews through the same customers who have visited both Starbucks and Barista. The results showed that most important factors which motivate customers and make them happy to go for 'Starbucks' or 'Barista' are ambience, store location, quality of product offerings and service quality. Value for money, quality of products and service quality are the top three variables affecting the customers. This research contributes to better understanding the effects of different marketing strategies adopted by coffee chain stores and can provide direction to Barista and other coffee chains through application of SOR model.
  Keywords: happiness; ambiance; coffee chain; Starbucks; barista; quality of service; variety of products; quality of products; location.
  DOI: 10.1504/IJEXPORTM.2022.10052204
   
  
• The international expansion of Chinese and Taiwanese electronics firms: the role of networking and learning  
  by Waheed Akbar Bhatti, Agnieszka Chwialkowska, Mario Glowik, Ahmad Arslan 
  Abstract: This paper offers empirical evidence on how Chinese and Taiwanese electronics firms have developed their global business relationships with their suppliers, clients, and competitors to develop competitive advantage based on learning (knowledge access) during their international expansion. We follow the semi-systematic sourcing approach, in form of network centrality index analysis to study relationship developments of our Chinese and Taiwanese electronics sample firms between 1997 and 2017. By using quantitative network centrality indices, we are able to provide the highest possible generalisability of our research outcomes. Consequently, we contribute to the scholarship on developing regional business networks and the internationalisation of electronics manufacturing firms from emerging economies such as China and Taiwan. We offer managerial implications on country-specific business relationships, preferred market entry modes, regional partner preferences and relationship building frequencies of Taiwanese and Chinese firms on their way to becoming dominant players in the global electronics industry.
  Keywords: China; electronics industry; internationalisation; learning; knowledge; networks; Taiwan.
  DOI: 10.1504/IJEXPORTM.2022.10053677
   
  
• A future research agenda on export marketing and international marketing themes: a Delphi approach  
  by Dafnis N. Coudounaris 
  Abstract: Based on 11 export marketing experts of the editorial board of International Journal of Export Marketing (IJEXPORTM) and five international marketing experts from IJEXPORTM, this study investigates the possible evolution of export/international marketing in the next 15 years. In Round 1, the study uses two surveys which asked participants to complete questionnaires during January-March 2020. Additionally, in Round 2 during May-June 2022, the study uses the Delphi approach in asking an additional 12 experts in export/international marketing to evaluate the initial research themes. Furthermore, the author uses broad categories of research themes derived from the two lists of the initial research themes. The Round 1 study reveals through the tool of dendrogram 17 broad categories of research themes related to export marketing, and 13 broad categories of research themes related to international marketing. Particularly, digitalisation and social media are two new themes of both export and international marketing.
  Keywords: export marketing and international marketing; research themes; Delphi approach; digitalisation; social media.
  DOI: 10.1504/IJEXPORTM.2022.10052556