International Journal of Business and Economics Volume 14, No. 1 June, 2015

EDITORIAL : International and Interdisciplinary Perspectives in Contemporary Marketing

Ajay K. Manrai

Department of Business Administration, University of Delaware, U . S . A.

Abstract

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.

Keywords：g lobal markets, opportunities, risks, financial services, retailing, tourism, small, medium, and large enterprises, global value chain, cross- cultural food consumption, country selection, mode of entry, i nternet trading, website design, consumer loyalty.

BACK