Purpose This paper aims to summarize the literature (journal articles and book chapters) on
Central and Eastern European (CEE) firms' outward internationalization failures: definitions …

Purpose Foreign subsidiaries of multinational enterprises (MNEs) operate in complex and
competitive international environments, implement market and non-market strategies …

This research explores value co-creation practices for product and technology development
within power asymmetric buyer-supplier relationships in their early stages. In terms of value …

The concept of power is an enduring topic in various domains of business-to-business
literature. However, the extant research is scattered, and synthesizing approaches are …

Persisting global crises, such as COVID-19, pose significant challenges for international
companies. The increase in uncertainty and instability in foreign markets has profoundly …

Purpose This paper has a dual purpose. The first is to provide a thorough analysis of
developments in international marketing in relation to the coronavirus disease 2019 (COVID …

Purpose This study aims to develop a theoretical framework that marketing practitioners and
scholars can adopt to enhance their understanding of how firms can effectively deploy and …

Purpose Export market orientation can be broadly divided into intelligence (generation and
dissemination) and responsiveness activities. Although previous studies assess intelligence …

The success of international startups is profoundly influenced by their adeptness in utilizing
dynamic marketing capabilities (DMCs) and strategic information management (SIM) to …

Dynamic marketing capabilities provide startups with the platform and market knowledge
that entitle them to achieve their goals and survive the competition. The study aims to …