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There is a great deal of interest among marketing scholars in
conducting international and interdisciplinary research. Such
research is highly relevant to assess global market opportunities,
risks, rapidly changing geo-politics and other environmental
dynamics. The international and interdisciplinary research could
help understand the way these variables affect country selection and
mode of entry decisions, design of global value chain, use of
Internet and social media, and assessment of competitive threats.
Furthermore, research in the areas of market segmentation, consumer
attitudes and perceptions, consumption behavior, consumer loyalty,
selection of target markets and positioning, as well as design and
implementation of the elements of marketing mix, namely, 4Ps,
product, price, place, and promotion may also benefit from
international and interdisciplinary research. International and
interdisciplinary research approaches are relevant in a variety of
industries, such as, food, financial services and other B2C and B2B
services, retailing, and tourism in small, medium and large
enterprises. The special issue includes six excellent papers that
exemplify international and interdisciplinary approaches to these
challenges.
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