Review Articles in International Marketing


The Journal of International Marketing calls for review articles that provide guidance for future research and practice

Journal of International Marketing Call for Papers: Review Articles

Research in international marketing continues to expand, developing new and innovative dimensions to complex international marketing phenomena. The increase in the amount of research in international marketing poses a challenge to international marketing scholars in identifying relevant prior literature and isolating the most important topics to address for the advancement of the discipline. As such, the Journal of International Marketing wishes to publish articles which both (1) rigorously review the current state of international marketing thought in international marketing areas and (2) provide guidance for future research and practice in these areas. Articles can employ any number of approaches, inclusive of, but not limited to, theoretical reviews, structured reviews of literature areas, and meta-analytic reviews.

This is an “open” call and as such there is no specified deadline for submission.

The full Call for Papers can be found at:

Journal guidelines can be found at:

and manuscripts can be submitted via the online system at:

Please send any questions to:

Dr. David A. Griffith
Editor, Journal of International Marketing
Department Chair and Professor of Marketing
College of Business and Economics
Lehigh University

Abstracts of prior Review Articles published under the "open" call.

Setting the Theoretical Foundations of Importing Research: Past Evaluation and Future Perspectives

Bilge Aykol, Leonidas C. Leonidou, Athina Zeriti (2012), Journal of International Marketing, 20(2), 1-24.

Although prior efforts have been made to review research on importing, an updated, integrated, and chronological assessment of its theoretical evolution is lacking. This study critically investigates the theoretical foundations of importing research using a comprehensive review of 321 importing-related articles published during the 1960–2010 period. The analysis reveals that, although in general this research adopts a certain theoretical perspective, a notable part of it is not theoretically anchored. Of those studies that rely on theories, the most commonly used are the neoclassical microeconomic model, the behavioral model, and transaction cost economics. These theories were mainly associated with international buying behavior, importer–exporter relationships, and strategic aspects of importing. The study also identifies a range of other important topics that could be investigated using extant theories. In addition, the authors propose several other theories not previously employed, such as the institutional, stakeholder, and resource dependence theories, to be used in the study of new research issues. Finally, the authors suggest several actions toward theory advancement, including the need to integrate multiple theoretical paradigms, adjust theory to different environments, combine quantitative and qualitative inputs, cross-fertilize ideas from various disciplines, and periodically assess developments in the importing literature.

Transaction Cost Economics in International Marketing: A Review and Suggestions for the Future

Steven H. Seggie (2012), Journal of International Marketing, 20(2), 49-71.

Transaction cost economics (TCE) has received much attention in the international marketing literature over the past 25 years. Many key issues in international marketing have been examined through the lens of TCE, including entry mode choice, the governance of international distribution channels, propensity to franchise, international pricing control, and the governance of international buyer–supplier relationships. The author presents a review and analysis of 43 empirical TCE international marketing studies from 1987 to the present day. The results from this review and analysis indicate that the extant international marketing TCE studies demonstrate some support for the TCE propositions. In addition to these findings, the author also notes some key measurement issues, issues involving the dominance of U.S.-based studies, and some data equivalence issues. He builds on the results of the analysis to lay out important future research directions in the TCE international marketing domain.

Research on Export Pricing: Still Moving Toward Maturity

Qun Tan, Carlos M.P. Sousa (2011), Journal of International Marketing, 19(3), 1-35.

Over the past four decades, there has been a considerable number of studies that have examined the determinants and outcomes of export pricing. However, despite this large volume of studies, the knowledge of the determinants and consequences of export pricing is characterized by a fragmented, diverse, and inconsistent collection of findings that hinders scholarship and practical advancement in the field. A major reason for this absence of clear insights is the lack of synthesis and assimilation of the fragmented knowledge. To address this gap in the literature, the authors review and evaluate 98 articles published between 1971 and 2010. The results indicate that although significant progress has been made in recent years, research on export pricing is still characterized by the lack of a strong theoretical basis, the failure to agree on the relevant determinants of export pricing, and some weakness in research designs and analytical techniques, which may explain the many contradictory and confusing findings in the literature. On the basis of these findings, the authors discuss several implications, and consider directions for further research.

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