International Journal of Export Marketing (5 papers in press)

Regular Issues

• The interplay of mental health, venture performance, and the Big Five personality traits: a multidisciplinary examination  
  by Henrik G.S. Arvidsson 
  Abstract: This article investigates the complex relationships between entrepreneurs mental health, personality traits, and venture performance, with a particular focus on the IT sector. Using a mixed-methods approach, the study examines how mental health issues, especially anxiety and depression, impact entrepreneurial success and explores the moderating effects of the Big Five personality traits conscientiousness, openness, extraversion, agreeableness, and neuroticism. Quantitative findings reveal that poor mental health negatively correlates with venture performance, while personality traits such as conscientiousness enhance resilience and neuroticism exacerbates vulnerability (Brandstatter, 2011; Coudounaris and Arvidsson, 2021; Masten and Narayan, 2012). Qualitative insights from interviews with IT entrepreneurs provide a deeper understanding of sector-specific stressors, highlighting the unique challenges posed by rapid technological advancement and constant innovation demands. The article concludes with practical recommendations for personalised mental health interventions, underscoring the importance of integrating psychological resilience and adaptability into entrepreneurship models. This research contributes to a more holistic understanding of the factors influencing entrepreneurial success and provides actionable insights for supporting mental health within high-stress industries.
  Keywords: entrepreneurial mental health; Big Five personality traits; venture performance; resilience in entrepreneurship; IT sector stressors; mental health interventions; personality moderators; sustainable market entry; adaptability in entrepreneurship.
  
  
• Beyond attitude-behaviour debate on sustainable consumption: factors driving sustainable consumption in the fashion industry  
  by Tahir Ali, Henrika Elisabeth Heiniemi, Khuram Shahzad, Arto Ojala, Saleem Ur Rahman 
  Abstract: The fast fashion is choking the world, polluting our water, and contaminating our air. The world that we live in now demands that consumers buy sustainable fashion. Prior research has mainly focused on a single influence of consumers attitudes on sustainable fashion consumption, thus ignoring the impacts of other factors. We investigate multiple factors that drive sustainable fashion consumption. Using online survey data of 156 Finnish consumers and using structural equation modelling, we find that awareness of the adverse environmental effects of fast fashion, sustainable fashion knowledge, perceived value of sustainable clothing, perceived customer effectiveness, sustainable fashion consumption attitude, and availability of sustainable clothing drive sustainable fashion consumption, while trust in sustainability claims is un-related to sustainable fashion consumption. We extend the theory of planned behaviour (TPB) by providing a comprehensive understanding of factors driving sustainable fashion consumption, and provide implications for fashion brands.
  Keywords: sustainability; sustainable fashion consumption; fast fashion; sustainable fashion consumption; drivers.
  
  
• Comparative analysis of branding and segmentation strategies in the cruise and it industries: insights and opportunities  
  by Henrik G.S. Arvidsson 
  Abstract: This study examines the branding and segmentation strategies of the cruise and IT industries, highlighting their unique approaches and shared priorities. Through qualitative analysis of industry professionals, it explores how emotional and functional branding strategies shape consumer engagement, with sustainability emerging as a critical unifying theme. The findings reveal that the cruise industry relies on emotional branding and traditional segmentation frameworks, while the IT sector adopts functional branding and data-driven segmentation. Notably, sustainability initiatives are positioned as both operational imperatives and strategic branding tools, influencing consumer perceptions and decision-making processes. This research contributes to academic discourse by extending hedonic consumption and service-dominant logic, demonstrating the transformative potential of integrating emotional and functional branding. Additionally, it introduces a cross-industry collaboration framework, offering actionable insights for practitioners and new avenues for academic inquiry. By bridging theoretical gaps and identifying synergies between these distinct sectors, the study advances understanding of branding, segmentation, and sustainability in a rapidly evolving business landscape.
  Keywords: branding; segmentation; cruise industry; it sector; marketing strategies; sustainability; innovation; customer loyalty.
  
  
• Perceptions of home-country Institutions, decision-making logics, and international performance of SMEs  
  by Igor Laine, Lasse Torkkeli, Tamara Galkina 
  Abstract: In today's complex and uncertain world, entrepreneurs, especially those leading small and medium-sized enterprises (SMEs), play a crucial role in societal development. The international growth of SMEs not only drives macroeconomic progress but also addresses significant global challenges. However, rising tensions, risks, and regulations in international business often create more losers than winners, despite governmental support. Our study of 210 international SMEs from Finland seeks to identify factors that differentiate better-performing SMEs. We theorise and empirically examine how perceptions of home country institutions and decision-making logic influence international performance. Our findings reveal that while perceptions of the institutional environment do not directly impact international performance, the regulatory dimension of institutions fosters flexibility in decision-making, which in turn enhances SMEs international success. Specifically, SMEs that perceive their home-country regulatory environment as supportive tend to adopt a more flexible decision-making approach, which positively affects their international performance. By linking the understanding of the institutional environment with entrepreneurial choices, our research offers valuable insights for global strategy, and international entrepreneurship research, and provides guidance for entrepreneurs, investors, and policymakers.
  Keywords: internationalisation; SMEs; effectuation; institutional environment; decision making.
  
  
• Exploring the application of AI-driven account-based marketing as a sustainable approach for customer acquisition in the export of technological industrial products  
  by Tetyana Joergensen, Michael Fast 
  Abstract: Digitalisation has impacted companies sustainability practices (Robertson and Lapina, 2023), while AI evolution reshaped marketing activities (Fischer et al., 2022; Moradi and Dass, 2022). AI integration sustainability angle into marketing technological industrial products within international BtB markets by SMEs is underexplored. This study addresses this gap by exploring how the SMEs within HVACR industry integrate AI to achieve sustainability in marketing, and how they apply AI in account-based marketing (ABM). Technological industrial products target niche audiences, requiring precise marketing (Hollesen, 2019; Kotler et al., 2024). AI-driven ABM transforms traditional practices that rely on personalised interactions by automating lead identification, optimising targeting, and delivering personalised content (Golec et al., 2019). Findings show that AI supports real-time buyer analysis, refined engagement, relevant content delivery (Pascucci et al., 2023). AI tools like behavioural analysis and tracking streamline targeting, cut sales inefficiencies, and support sustainability by reducing reliance on resource-intensive activities like trade shows.
  Keywords: customer acquisition; AI-driven marketing automation; technological industrial product; HVACR; BtB marketing; account-based marketing; ABM; sustainable marketing.