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Advancing the international marketing research agenda with innovative methodologies

Special issue call for papers from International Marketing Review

Guest editors: Rudolf Sinkovics, Ruey-Jer ‘Bryan’ Jean & Daekwan Kim

About the special issue

The International Marketing Review invites the submission of articles that fit the theme “Advancing the international marketing research agenda with innovative methodologies”. Despite significant progress in terms of conceptualisations and methodologies and the realisation that ‘international’ research has become common practice in the domain of business and marketing (Cadogan 2010; Malhotra, Agarwal, and Peterson 1996), there is a realisation that the utilisation of appropriate procedures may be somewhat unsatisfactory. Data are frequently collected and analysed at multiple levels (Oliveira, Cadogan, and Souchon 2012), cross-cultural equivalence tests prove unsatisfactory and fall short of desired comparability thresholds (Salzberger and Sinkovics 2006; Steenkamp and Baumgartner 1998) and response-rates are plummeting because researchers are cramming too much into their studies and respondents’ fatigue is stretched to its limits (Dillman, Sinclair, and Clark 1993).

The rise of emerging markets, due to their significant institutional difference from the developed markets, further heightens these conceptual and methodological challenges. Questions arise regarding large bodies of existing literature and how these translate into applicable and actionable research questions for emerging market contexts. For instance, how to make sense of internationalisation research and how to synthesize findings with a view to their suitability for emerging markets? Further, company capabilities are likely to be shaped within business groups and networks and thus social network analysis may become increasingly relevant for conceptual and methodological reasons (Borgatti, Everett, and Johnson 2013). These approaches may be particularly useful when studying internationalisation processes of SMEs. How much can advanced methods of systematic analysis help us to reach a consensual understanding out of vastly diverging bodies of work (Borenstein et al. 2009). Advanced research methodologies also push us to tackle new marketing issues and develop new theories for these markets (Burgess and Steenkamp 2006, 2013; Sheth 2011). For example, qualitative research methods may be more suitable than quantitative methods to explore the effects of institutions on consumers and organizations at the individual and group level (Burgess and Steenkamp 2006; Ingenbleek, Tessema, and van Trijp 2013). Significant within-country-heterogeneity in emerging markets may challenge traditional data analysis methods such as measurement invariance and level of analysis. To this end, methods such as finite mixture model and multilevel analysis have been proposed to help remedy these deficiencies (Burgess and Steenkamp 2006; Peterson, Arregle, and Martin 2012).

There is much pressure on the research community to diversify research methodologies (Nakata and Huang 2005). This special issue is set up with a view to pushing the frontiers regarding rigour and trustworthiness (Sinkovics, Penz, and Ghauri 2008), for the sake of clearer conceptualisations and perspectives on the real problems underlying these phenomena. We therefore seeks original research that provides a basis for understanding current issues and advancing practices/methodologies in International Marketing Research. Although all research methodologies and perspectives are welcome, papers that offer strong theoretical foundations and empirical focus will be preferred.


Manuscripts are solicited on topics including:

  • Reliability and validity issues in International Marketing Research
  • Instrument development related issues including translation/back-translation in cross-cultural research
  • Impact of the differences in response styles in cross-national studies
  • Safeguarding research design and measurement equivalence within-nations, cross-national/cross-cultural research
  • Construct measurement issues including development of frameworks for construct measurement
  • Demonstration of appropriate modelling techniques, e.g. structural equation modelling, Partial Least Squares, advanced cluster analysis for segmentation, or Rasch modelling
  • Innovative qualitative designs, techniques or experiments for international markets
  • Applications of tools or techniques for cross-cultural studies from other disciplines (e.g. comparative ethnography or simulations)
  • Cross-cultural data collection
  • Non-response and common method biases in International Marketing Research
  • Innovative qualitative and quantitative methods, data collection techniques for emerging markets.
  • Multilevel model techniques for international marketing research
  • Optimizing the dilemma of questionnaire length and response rate in international marketing research
  • Innovations in instrumentations, split questionnaire designs and short-scales
  • Meta-analytic techniques
  • Social-network analyses and graphic analysis of international marketing research
  • Presentation of International Marketing Research results
  • Research issues associated with the infrastructure in Emerging Markets
  • Ethics in International Marketing Research

Special Issue Editors

Rudolf R. Sinkovics
Professor of International Business
Centre for Comparative & International Business Research (CIBER)
The University of Manchester, Manchester Business School
Booth Street West, Manchester M15 6PB, United Kingdom.
Phone: +44 161 306 8980
[email protected]

Ruey-Jer ‘Bryan’ Jean
Associate Professor of International Business
National Chengchi University
64, Sec.2 Zhi-Nan Road, Taipei, 11605, Taiwan
Phone: +886 (2) 29393091 88180
[email protected]

Daekwan Kim
Associate Professor of Marketing
The College of Business
Florida State University
P.O. Box 3061110
Tallahassee, FL 32306-1110
Phone: (850)644-7890
[email protected]

Guidelines for submissions

All papers will be subjected to double-blind peer review.  Author guidelines for prospective contributors are available here

Submission Information

Please submit the manuscript to:

Submission deadline: April 30, 2014


Borenstein, Michael, Larry V. Hedges, Julian Higgins, and Hannah R. Rothstein (2009), Introduction to meta-analysis. Chichester, U.K.: John Wiley & Sons.
Borgatti, Stephen P, Martin G Everett, and Jeffrey C Johnson (2013), Analyzing social networks. London: Sage Publications.
Burgess, Steven Michael and Jan-Benedict E. M. Steenkamp (2006), "Marketing renaissance: How research in emerging markets advances marketing science and practice," International Journal of Research in Marketing, 23 (4), 337-356.
Burgess, Steven Michael and Jan-Benedict E. M. Steenkamp (2013), "Editorial: Introduction to the special issue on marketing in emerging markets," International Journal of Research in Marketing, 30 (1), 1-3.
Cadogan, John (2010), "Comparative, cross-cultural, and cross-national research: A comment on good and bad practice," International Marketing Review, 27 (6), 601-605.
Dillman, Don A., Michael D. Sinclair, and Jon R. Clark (1993), "Effects of questionnaire length, respondent-friendly design, and a difficult question on response rates for occupant-addressed census mail surveys," Public Opinion Quarterly, 57 (3), 289-304.
Ingenbleek, Paul T. M., Workneh Kassa Tessema, and Hans C. M. van Trijp (2013), "Conducting field research in subsistence markets, with an application to market orientation in the context of ethiopian pastoralists," International Journal of Research in Marketing, 30 (1), 83-97.
Malhotra, Naresh K., James Agarwal, and Mark Peterson (1996), "Methodological issues in cross-cultural marketing research: A state-of-the-art review," International Marketing Review, 13 (5), 7-43.
Nakata, Cheryl and Yili Huang (2005), "Progress and promise: The last decade of international marketing research," Journal of Business Research, 58 (5), 611-618.
Oliveira, João S., John W. Cadogan, and Anne Souchon (2012), "Level of analysis in export performance research," International Marketing Review, 29 (1), 114-127.
Peterson, Mark F., Jean-Luc Arregle, and Xavier Martin (2012), "Multilevel models in international business research," Journal of International Business Studies, 43 (5), 451-457.
Salzberger, Thomas and Rudolf R. Sinkovics (2006), "Reconsidering the problem of data equivalence in international marketing research: Contrasting approaches based on CFA and the Rasch model for measurement," International Marketing Review, 23 (4), 390-417.
Sheth, Jagdish N. (2011), "Impact of emerging markets on marketing: Rethinking existing perspectives and practices," Journal of Marketing, 75 (4), 166-182.
Sinkovics, Rudolf R., Elfriede Penz, and Pervez N. Ghauri (2008), "Enhancing the trustworthiness of qualitative research in international business," Management International Review, 48 (6), 689-714.
Steenkamp, Jan-Benedict E. M. and Hans Baumgartner (1998), "Assessing measurement invariance in cross-national consumer research," Journal of Consumer Research, 25 (1), 78-90.