CFP: IMR on Decision-Making in International Marketing


Call for Papers


Special Issue on “Decision-Making in International Marketing”

Extended deadline for extended submission is 31 January 2020

Deadline for full paper submission is 31 July 2020


The saturation of domestic markets and global hyper-competition have pressured many firms to expand into diverse international markets. Decision-making is a key driver of business success in the international environment (Nemkova et al., 2015). In this context, improving the efficiency and effectiveness of decision-making is critical to international marketing research theory and practice.  The international marketing literature has made notable progress regarding what are the key substantive international marketing decisions that drive international marketing success (e.g. degree of standardization/adaptation, foreign market entry modes, international resource investments). A parallel body of research within international marketing decision-making addresses the process of how decisions are made to derive optimal and/or satisficing performance outcomes (e.g. emergent versus deliberate international strategies, cognitive micro-foundations, use of heuristics). Therefore, this special issue invites papers that help push the boundaries of international marketing decision-making knowledge, in the contexts of substantive decisions made, and the process of decision-making.

Knowledge regarding substantive international marketing decisions (e.g. adaptation/standardization, entry modes), their drivers and impact on performance is far from complete, with ambiguity and inconsistencies characterizing much of the field. In addition, other core decision issues such as CSR, corporate partnerships, and value creation that are of particular pertinence to today’s international businesses are often overlooked. For example, current environmental decision-making models explain the adoption of single behaviors only, rather than the coaction suite of behaviors required to halt climate change  (Newton et al., 2015); there is limited research on the determinants behind standardization and/or adaptation of international marketing strategies (Rao-Nicholson and Khan, 2017); much less what effective foreign market entry should actually look like given the propensity in the field to only examine individual modes independently and in silo (Oliveira et al., 2018). In this context, a more holistic view of international marketing decisions that considers a firm's entire portfolio of activities in foreign markets is needed.

With few exceptions, not much is known about how international marketing decisions are made (Nemkova et al., 2015; Souchon et al., 2016). Yet, the way international marketing decisions are made is critical for international marketing success (Hughes et al., 2019). This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Supported by developments in the cognitive psychology field, the decision-making process is as reliant on emotion and intuition, as on rational cognition (Hodgkinson and Sadler-Smith, 2018). Nevertheless, international marketing and management studies are dominated by the planning paradigm (Hughes et al., 2018), while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous (Nemkova et al., 2012). The reality is, of course, much more complex where interactions between alternate decision-making approaches exist (Hughes et al., 2019). Despite the ‘ideal state’ being a high level of duality in decision-making (Hodgkinson and Sadler-Smith, 2018) the form that this should take remains unanswered.

This special issue strongly encourages papers from across multiple disciplines and different country contexts, which contribute to mainstream international marketing knowledge. Conceptual and empirical (quantitative and/or qualitative, and/or cross-national) works which offer significant new insights both to academia and managerial practice, are all welcomed.  

Suitable topics include but are not limited to:

Theme 1: Substantive international marketing decisions

  • Balancing strategic marketing orientations (e.g., entrepreneurial orientation, innovativeness, technological orientation, etc.) in international markets
  • Using coopetition for more successful foreign market entry
  • International exploration and exploitation strategies
  • Global CSR: drivers and consequences
  • Ethical decisions in international markets
  • Engaging the global consumer in the firm’s decision-making
  • Social media and digital marketing strategies for the global audience
  • Customer value creation and export market orientation
  • Institutional drivers of the adaptation/standardization decision

Theme 2: International marketing decision-making process 

  • Emergent and deliberate strategies as catalysts for international expansion
  • Opportunistic behaviors within export firms: impact on decision-making processes
  • The role of decision-making styles in shaping international marketing strategy formulation and implementation
  • Psychological micro-foundations of international marketing decision-making
  • Decision-making tools in the New Normal global landscape
  • Rational and intuitive international marketing decision-making across cultures
  • The role of digital analytics in international marketing decision-making

Pre-submission Conference


Authors considering submitting to the Special Issue have the opportunity to present their work at a Special Issue track, Decision-Making in International Marketing, to be held at the 2020 Global Marketing Conference in Seoul ( The extended deadline for conference submission is 31 January, 2020. Three members of the Special Issue team (Oliveira, Hughes and Hultman) will be chairing the track called ‘Decision-Making in International Marketing’, and authors submitting to the track will be able to present their work to the track chairs, get feedback on the suitability of the papers for the Special Issue, and build on this feedback prior to submitting to the Special Issue (contact João S. Oliveira for more information: Conference attendance is not a requirement for submissions to the Special Issue, however, and authors who are unable to attend the conference are encouraged to submit to the Special Issue, or reach out to the Special Issue guest editors to discuss their manuscript and its contribution.


Guidelines and Submission Information

The deadline for full paper submission is July 31st, 2020. Submitted manuscripts should follow the format as indicated in the author guidelines on the manuscript central at All papers will go through a double-blind peer review process to meet IMR standards.

Guest Co-Editors

João S. Oliveira, Lecturer in Marketing at Loughborough University, United Kingdom, email:

Ian R. Hodgkinson, Professor of Strategy, Loughborough University, United Kingdom, email:

Anne L. Souchon, Professor of International Marketing, Loughborough University, United Kingdom, email:

Nathaniel Boso, Professor of Marketing, Kwame Nkrumah University of Science and Technology, Ghana, email:

Ekaterina Nemkova, Assistant professor in Marketing, Nottingham University, United Kingdom, email:

Paul Hughes, Professor of Strategic Management, De Montfort University, United Kingdom, email:

Magnus Hultman, Associate Professor of Marketing, University of Leeds, United Kingdom, email:

Call for Papers: Special Issue of International Marketing Review on Decision-Making in International Marketing:


Hodgkinson, G.P. and Sadler-Smith, E. (2018). The dynamics of intuition and analysis in managerial and organizational decision making. Academy of Management Perspectives, Vol. 32 No. 4, pp.473-492.

Hughes, P., Hodgkinson, I.R., Arshad, D., Hughes, M. and Leone, V. (2018). Planning to improvise? The role of reasoning in the strategy process: Evidence from Malaysia. Asia Pacific Journal of Management, Vol. 35 No. 2, pp.449-470.

Hughes, P., Souchon, A.L., Nemkova, E., Hodgkinson, I.R., Oliveira, J.S., Boso, N., Hultman, M., Yeboah-Banin, A.A. and Sy-Changco, J. (2019). Quadratic effects of dynamic decision-making capability on innovation orientation and performance: Evidence from Chinese exporters. Industrial Marketing Management, in press.

Nemkova, E., Souchon, A.L. and Hughes, P. (2012), “Export decision-making orientation: An exploratory study”, International Marketing Review, Vol. 29 No. 4, pp. 349-378.

Nemkova, E., Souchon, A. L., Hughes, P. and Micevski, M. (2015), “Does improvisation help or hinder planning in determining export success? Decision theory applied to exporting”, Journal of International Marketing, Vol. 23 No. 3, pp. 41-65.

Newton, J.D., Newton, F.J., Salzberger, T. and Ewing, M.T. (2015). A cross-nationally validated decision-making model of environmental coaction. International Marketing Review, Vol. 32 No. 3/4, pp.350-365.

Oliveira, J.S., Yazdani, N., Cadogan, J.W., Hodgkinson, I.R., Tsougkou, E., Story, V.M. and Boso, N. (2018). The empirical link between export entry mode diversity and export performance: A contingency-and institutional-based examination. Journal of Business Research, 88, pp.505-512.

Rao-Nicholson, R. and Khan, Z. (2017). Standardization versus adaptation of global marketing strategies in emerging market cross-border acquisitions. International Marketing Review, Vol. 34 No. 1, pp.138-158.

Souchon, A. L., Hughes, P., Farrell, A. M., Nemkova, E. and Oliveira, J. S. (2016), “Spontaneity and international marketing performance”, International Marketing Review, Vol. 33 No. 5, pp. 671-90.

About the guest editors


João S. Oliveira is a Lecturer in Marketing at the School of Business and Economics, Loughborough University, United Kingdom. His research interests include international marketing, innovation, offshoring, corporate social responsibility, entrepreneurship, and digital marketing. He teaches principles of marketing, brand management, and international marketing. He received his PhD in Business and Management from Loughborough University in 2015. João’s research has appeared in different academic journals (International Marketing Review, Journal of Business Research, and International Business Review).

Ian R. Hodgkinson is Professor of Strategy at the School of Business and Economics, Loughborough University, UK. Ian’s research interests are strategy development, cognition, and decision-making in complex environments with a particular focus on (i) strategy types and performance; (ii) strategic resources and resource-based theory; (iii) planning and improvisation in strategy-making; and, (iv) strategic ambidexterity across levels. Ian has published research articles in Journal of World Business, Public Administration, International Journal of Operations & Production Management, and Research Policy, among many others. Ian is Associate Editor of Journal of Service Management.

Anne L. Souchon is Professor of International Marketing and Associate Dean for Enterprise at Loughborough University’s School of Business & Economics. Anne’s primary research interests are in international marketing, and more specifically in the areas of export marketing decision-making, export information acquisition, export information use, and export improvisation. Her articles have been published in the Journal of International Marketing, Journal of Business Research, Journal of Advertising, Industrial Marketing Management, International Marketing Review, among others.

Nathaniel Boso is a Professor of marketing and dean of KNUST School of Business, Kwame Nkrumah University of Science and Technology, Ghana. He is also a Visiting Professor at Strathmore Business School (Kenya). He was previously an Associate Professor in Marketing at Leeds University Business School in the United Kingdom (UK). His research focuses on the interface between international entrepreneurship, innovation and marketing management. His research has won multiple prestigious awards and has been published in leading international scholarly journals including Journal of Business Venturing, Journal of Product Innovation Management, Journal of Business Ethics and Journal of International Marketing. He sits on the editorial review board of International Marketing Review and Journal of African Business as an Associate Editor. He holds PhD from Loughborough University, and is a Professional Chartered Marketer at the Chartered Instituting of Marketing, UK.

Ekaterina Nemkova is Assistant Professor in Marketing at the Nottingham University Business School. Ekaterina specializes in international marketing and particularly in decision-making. In her work she examines how firms develop international strategies that allow them to enter new markets, win international customers and succeed across borders. Ekaterina is also interested in such constructs as unpredictability, creativity, platform economy and innovation and their impact on firms' international performance. Her articles have been published in Journal of International Marketing, International Marketing Review, Journal of Business Ethics and Journal of Business Research.

Paul Hughes is Professor of Strategic Management at Leicester Castle Business School, De Montfort University. Paul’s research interests are strategic decision-making and the interplay between planning and improvisation in strategy-making; resources and resource-based theory; strategy failure and adherence to strategy; and, strategic ambidexterity through exploration and exploitation. Paul has published in leading academic outlets including Journal of Product Innovation Management, Journal of World Business, British Journal of Management, International Marketing Review, Journal of Business Research, Industrial Marketing Management, and Public Administration, among many others.

Magnus Hultman is an Associate Professor of Marketing and Deputy Director at the Global and Strategic Marketing Research Centre (GLOSMARC) at Leeds University Business School, University of Leeds. He holds a doctorate in industrial marketing from Luleå University of Technology, Sweden. His main research interests revolve around international marketing strategy issues, various aspects of tourism marketing, and supply chain management. His research has been published in journals such as Industrial Marketing Management, International Business Review, International Marketing Review, Journal of Business Research, Journal of International Marketing, Psychology and Marketing, and Tourism Management among others.