Call for papers for Special Issue:  International Marketing Review

 International Entrepreneurship in the Contemporary Multi Speed Global Economy

 International entrepreneurial firms, in their various manifestations as born global (BG) firms, international new ventures (INVs), rapidly internationalizing firms, micro multinationals and similar, have contributed significantly to global economic growth over the past few decades. They do so by deploying innovative strategies to explore and effectuate opportunities in national and international markets (Kalinic, Sarasvathy & Forza, 2014), and by disrupting the dynamics of competition in various industries (Sundqvist, Kyläheiko, Kuivalainen & Cadogan, 2012). Their role is likely to be even more crucial as the contemporary multi-speed global economy (i.e. the post-financial crisis world of markedly diverging economic growth outcomes) continues to offer a kaleidoscope of opportunity-risk profiles across countries and sectors (El Erin, 2014; Reuters, 2014; Spicer and Singh, 2015).

Although the past two decades of research have generated a significant stock of knowledge and literature base on the international entrepreneurship phenomenon, including influential winners of the prestigious Journal of International Business Studies’ article of the Decade award (e.g. Oviatt and McDougall, 1994; Knight and Cavusgil, 2004), relatively little is known about how international entrepreneurial firms leverage international marketing knowledge in ‘the discovery, evaluation, enactment, and exploitation of opportunities across national borders’ (Oviatt & McDougall 2005, p. 540). Not enough also is known in respect of how these firms develop their respective international marketing strategy (Aspelund, Madsen, and Moen, 2007) and manage customer and brand relationships, and marketing mix elements in overseas markets. This relative neglect of the marketing underpinnings of international entrepreneurship (Styles & Seymour, 2006; Aspelund, Madsen, and Moen, 2007; Zou, Xu and Shi, 2015) is surprising given the well-established marketing-entrepreneurship nexus (Carson et al., 1995; Gilmore et al., 2013).

The purpose of this special issue is to avail researchers of a platform to share important insights on how resource-constrained international entrepreneurial firms leverage international marketing knowledge and strategies to identify, evaluate, enact, and take advantage of growth opportunities, while mitigating risks in the highly competitive, multi speed global markets. A related aim is to improve understanding of how international entrepreneurial firms utilize overseas opportunities in marketing their way out of recessionary pressures in growth-challenged domestic markets and achieving growth in third markets.

The guest editors will welcome rigorous contributions, including conceptual and theoretical papers, state-of-the-art reviews, empirical studies, and insightful case studies, which address the above-mentioned aims or respond to the following or proximate questions:

  • How do international entrepreneurs capitalise upon their knowledge of buyer behaviour and market conditions in contemporary international markets, including variations thereof, to create, co-create and exchange value internationally?
  • How might extant theories and theory building at the interface of marketing and international entrepreneurship further illuminate the behaviour of individual consumers world-wide?
  • How can inter-organisational and interpersonal collaborations, including alliances, value chains, networks and associated social capital, be leveraged for greater value creation and customer satisfaction in international markets?
  • How do international entrepreneurial firms formulate and implement marketing strategies for enhanced performance in contemporary international markets?
  • What core trade-offs, if any, do international entrepreneurial firms need to consider when developing their marketing strategy? What contextual variables, for example, may influence the most appropriate managerial orientation?
  • How and why do the nature and configuration of marketing capabilities and strategies shift as INVs and BG firms develop and grow? What impact has this shift on performance?
  • What role do dynamic marketing capabilities play in enabling international entrepreneurial firms to achieve evolutionary fitness?
  • How are insights from established marketing concepts such as customer orientation, segmentation, targeting and positioning, product-service innovation being leveraged to enhance growth and performance outcomes among international entrepreneurial firms?
  • How do international entrepreneurial firms select entry modes? Which market entry modes, including digital channels, have been preponderantly favoured? Why and what are the boundary conditions? To what extent do they learn from suboptimal entry mode choices or replicate past mode choices?
  • How do the Internet-enabled experiences of entrepreneurial founders impact their firms’ orientation, strategy, capabilities and performance during internationalization? How do they impact the organizational form?
  • What do we know about the marketing activities of the so-called born-to-flip companies, i.e. start-ups essentially created for acquisition or venture capital attraction?
  • What major marketing challenges do international entrepreneurial firms face in contemporary international markets, e.g. in building brands and ensuring consistent brand image and positioning across overseas markets or mitigating severe service recovery in developing versus advanced economies? Do particular types of international entrepreneurs experience these challenges more acutely than others? How might these be systematically addressed?
  • How do institutional environments influence the ability of international entrepreneurial firms to create value at the national, international, and global levels?
  • What contribution might a marketing mindset, marketing capabilities, and marketing knowledge make toward addressing some of the world’s major socio-economic challenges, including poverty alleviation, sustainability, and geo-political tensions?
  • What lessons might be learnt from international entrepreneurial firms operating in ‘fragile’ economies or bottom-of-the-pyramid markets?
  • How are local policies impacting entrepreneurial marketing strategies at local and global levels?
  • How could internationally- and marketing-oriented entrepreneurial firms deal with policy and contextual differences world-wide?
  • How might advocacy advertising and corporate communications be integrated into entrepreneurial marketing to combat adverse contextual settings?
  • What are the current and emerging methodological challenges that need to be addressed to advance knowledge at the interface between international entrepreneurship and marketing?
  • How would the concept of co-creation be successfully operationalised in diverse international markets?
  • What new methods are required, and what techniques can be used, to uncover true relationships between incipient opportunities and exploitation, and to minimize invalid conclusions?

Submission Deadline: February 28, 2017

For specific questions about this special thematic issue, contact one of the guest editors:

Kevin Ibeh (,uk)

David Crick (

Hamid Etemad (

Expected publication: 2018