Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14279/33917
Title: COVID-19 pandemic: advancing international marketing theory and guiding practice
Authors: Christofi, Michael 
Kvasova, Olga 
Hadjielias, Elias 
Major Field of Science: Social Sciences
Field Category: Economics and Business
Issue Date: 2024
Source: International Marketing Review, 2024, vol. 41, iss. 7
Volume: 41
Issue: 7
Journal: International Marketing Review 
Abstract: 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-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing. Design/methodology/approach: This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic. Findings: The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas. Originality/value: The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.
URI: https://hdl.handle.net/20.500.14279/33917
ISSN: 02651335
DOI: 10.1108/IMR-03-2024-0074
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Type: Article
Affiliation : Cyprus University of Technology 
Publication Type: Peer Reviewed
Appears in Collections:Άρθρα/Articles

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