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Call for Papers | Journal of International Marketing: Well-Being in a Global World

Call for Papers | Journal of International Marketing: Well-Being in a Global World

Special Issue Coeditors: Amir Grinstein, Petra Riefler, and Kelly Hewett

Well-being is an important and broad societal concept that goes beyond mere satisfaction with consumption experiences, reflecting various aspects of overall life satisfaction such as safety, social relations, physical health, and prosperity. It is an important marker of success for individuals, organizations, and countries.

International marketing plays a central role in furthering the well-being of not only consumers around the globe but also other key stakeholders and institutions through its influence on the societal, personal, and social contexts in which these various stakeholder groups function. This special issue is aimed at addressing broadly the ways in which marketing influences these various stakeholders in an international and cross-cultural context. Research focused on consumers and firms as well as other stakeholders such as governments, NGOs, activists, the media, and charitable organizations appears highly relevant.

The key criterion for submissions to be considered appropriate for the issue is that they address international marketing ideas as they relate the concept of well-being.


Topics for special issue submissions may include the following (among others):

  • The role of differences across factors that shape or influence well-being across countries and cultural contexts, including differences in infrastructure, government policy, foreign direct investment and/or penetration of multinational firms, focus on innovation, consumer lifestyle and preferences, approaches to relationships/family, etc.
  • Well-being across countries in the context of
    • Corporate social responsibility
    • Sustainability and the intersection of consumer environmental behaviors, environmental policies, and corporate practices
    • Consumption and consumer behavior
    • Equality (gender, income, etc.)
    • Effective public health communication
    • Traditional and social media exposure
    • Vulnerable consumer segments
    • Developing resilience
    • Risk perceptions and behaviors
    • The role of social networks and communities
    • Ethical behavior
    • Emotions, anxiety, and well-being
    • Financial well-being (purchasing power, savings)

Further, the current global public health crisis (COVID-19 pandemic) offers an opportunity for the community of international marketing scholars to explore questions in the context of well-being and to aid a large variety of relevant stakeholders including consumers, public policy makers, firms, NGOs, and the media in grappling with the short- and long-term consequences of the crisis. The field of international marketing is especially pivotal given the global nature of the crisis and the opportunities to learn from actions and policies implemented in different countries, study different units of analysis (countries, cultures, regions, cities, communities, and individuals), compare them, and learn from successes and failures. Insights based on rigorous methodologies will be critical not only in preparing us for the next crisis but also in offering an opportunity to think more broadly about how different stakeholders can enhance individual, organizational, or societal well-being in the new reality.

With regard to the crisis, potential topics for studies include the following:

  • Cross-country/culture issues related to
    • Adhering to quarantine appeals
    • Improving hygiene habits (hand washing, face touching, and other useful hygiene habits)
    • Social distancing and its consequences
    • The effectiveness of public messaging and communication strategies
    • Organizational strategies for leading through crisis
    • Maintaining well-being and reducing anxiety
    • Trust in information, institutions, scientists and other people
    • The role of traditional and social media
    • Trends and consequences for “the day after”
    • Handling/managing scarcity
    • Working remotely and managing a remote workforce
    • Changing consumer values and preferences
  • Cross-country/culture collaboration (at the organization, team, and individual levels)
  • Emerging markets and the pandemic
  • Reevaluating globalization and internationalization including consumer disposition toward foreign countries (e.g., consumer animosity, ethnocentrism).  

The special issue is open to all methodologies, including experiments, modeling, case studies, surveys, qualitative studies, and others, in the form of full-length articles and research notes* (shorter articles with a 4,000 word limit).

The topics listed above should be seen as suggestions, and papers on other topics that advance knowledge in international marketing contexts are also welcome.

Deadline: Submissions for the special issue are due on January 31, 2021.

Please feel free to contact us with any questions regarding this call for papers or any of the information above.

Amir Grinstein:
Petra Riefler:
Kelly Hewett:

*Research notes should, in principle, be under 4,000 words, including everything in the manuscript. Research notes should have the same rigor, style, and tone as full-length articles. Notes should identify relevant prior research, clearly articulate their contribution to international marketing research, and provide compelling evidence for their arguments. Notes are different from articles in that their contribution is timely, high-impact, and original, although their empirical evidence might be preliminary in nature.