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There is a great deal of
interest among marketing scholars in conducting
international and interdisciplinary research. Such
research is highly relevant to assess global market
opportunities, risks, rapidly changing geo-politics
and other environmental dynamics. The international
and interdisciplinary research could help understand
the way these variables affect country selection and
mode of entry decisions, design of global value chain,
use of Internet and social media, and assessment of
competitive threats. Furthermore, research in the
areas of market segmentation, consumer attitudes and
perceptions, consumption behavior, consumer loyalty,
selection of target markets and positioning, as well
as design and implementation of the elements of
marketing mix, namely, 4Ps, product, price, place, and
promotion may also benefit from international and
interdisciplinary research. International and
interdisciplinary research approaches are relevant in
a variety of industries, such as, food, financial
services and other B2C and B2B services, retailing,
and tourism in small, medium and large enterprises.
The special issue includes six excellent papers that
exemplify international and interdisciplinary
approaches to these challenges.
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