International Journal of Marketing, Communication and New Media

International marketing is a multifaceted and dynamic discipline that requires a deep understanding of the variables influencing the performance of companies in global markets. This call for papers invites the submission of articles addressing these and other relevant topics, with the aim of advancing knowledge and practices in the field of international marketing.

Digital Strategies and Global Competitiveness

Digitalization is revolutionizing international marketing, enabling companies to expand their reach and enhance their global competitiveness. It is essential to explore the importance of investments in digital strategies, particularly for private-label manufacturers striving to maintain their competitiveness in the international market. Digitalization should not be viewed merely as an operational tool, but as a crucial strategy for strengthening companies’ global presence (Silva et al., 2024). Complementing this perspective, digital orientation significantly impacts company performance, with relational capacity playing a critical mediating role. Building and maintaining robust relationships in a digital environment are key differentiators that can enhance the effectiveness of international marketing strategies (Silva et al., 2023b).

Trade Fairs and Channel Integration

In addition to digital strategies, trade fairs continue to serve as a vital platform for promotion and networking in the international market (Geldres-Weiss et al., 2021). The integration of digital and physical channels in trade fairs can significantly enhance the effectiveness of international marketing activities, providing a diverse platform for interaction with clients and partners (Ncube et al., 2024; Silva et al., 2023a). The proactivity of the sales force at international trade fairs is also a critical factor for success, where competition is intense and networking opportunities are plentiful (Silva et al., 2021). The ability to create and manage effective networks is essential for maximising the benefits of these interactions.

Innovation and Competitive Advantage

Innovation plays a central role in strengthening the competitiveness of companies in global markets. Studies suggest that innovation, combined with a strong network of contacts and partners, can provide a significant competitive advantage in international contexts (Silva et al., 2022). Exploring new approaches and innovative technologies is crucial for maintaining relevance and leadership in increasingly competitive and globalised markets.

Competitive Intelligence and Information Management

Effective management of competitive intelligence is another highly relevant topic for international marketing. The effects of competitive intelligence and information management systems on the marketing strategy of exhibitors, highlighting that the ability to collect, analyse, and utilise strategic information effectively is crucial for success in competitive international markets (Silva et al., 2020; Silva, 2021). The ability to handle and interpret relevant data can provide valuable insights that guide strategic and operational decisions in global contexts.

Hence, the International Journal of Marketing Communication and New Media invites researchers to submit original, previously unpublished, and complete manuscripts, prepared according to the journal’s guidelines. Accepted languages include English, French, Portuguese, and Spanish.

Possible topics for this special number include but are not limited to: 

- Digital strategies and global competitiveness;

- Trade fairs and channel integration;

- Innovation and competitive advantage;

- Competitive intelligence and information management;

- Sustainability and international marketing;

- International consumer behavior;

- Technology and innovation in international marketing;

- Global brands and localization;

- Relationship marketing and global networks;

- Ethics in international marketing;

- Others.

IMPORTANT DATES:

Deadline for submission: October 30, 2024 

Acceptance notification: January 30, 2025

Publication: March 20, 2025

REFERENCES

Geldres-Weiss, V. V., Monreal-Pérez, J., & Geldres-Weiss, S. L. (2021). Exhibitors’ Performance at International Trade Shows: Does Export Firms’ Experience Matter? Journal of Promotion Management, 28(3), 288–308. https://doi.org/10.1080/10496491.2021.1989543

Ncube, F. N., Mazhande, P., & Shereni, N. C. (2024). Prospects of virtual exhibitions in the Global South: An exhibitors’ perception. Journal of Convention & Event Tourism, 1–18. https://doi.org/10.1080/15470148.2024.2359909

Silva, P. M. (2021). Examination in B2B trade show: the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. Journal of Marketing Analytics, 9(3) 228–241. http://dx.doi.org/10.1057/s41270-020-00096-2

Silva, P.M., Moutinho, V.F. & Vale, V. T. (2021). Examining the Relationship between Sales Force Proactiveness, Network Capability and Sales Performance: Evidence from International Trade Shows. Journal of Promotion Management, 28(5), 1–25. https://doi.org/10.1080/10496491.2021.2009087

Silva, P. M., Moutinho, V. F. & Vale, V. T. (2022). A new approach of innovation and network on export in trade fair context: evidence from Portuguese SMEs. Journal of Business & Industrial Marketing, 37(3), 509–528. http://dx.doi.org/10.1108/jbim-07-2020-0351

Silva, P. M., Paço, A. F., & Moutinho, V. F. (2023a). The Trend of Omnichannel Trade Fairs. Are B2B Exhibitors Open to This Challenge? A Study on Portuguese Exhibitors. Journal of Business-to-Business Marketing, 30(1), 15–31. https://doi.org/10.1080/1051712X.2023.2174825

Silva, P. M., Santos, J. F., & Pêgo, R. (2023b). Digital Orientation and Company’s Performance. The Mediating Role of Relational Capacity. Journal of Relationship Marketing, 22(4), 238–253. https://doi.org/10.1080/15332667.2023.2237848

Silva, P. M., Vale, V. T., & Moutinho, V. F. (2020). Trade fairs as an intelligence process: the perspective of companies/exhibitors. Journal of Convention & Event Tourism, 22(3), 242–270. https://doi.org/10.1080/15470148.2020.1866139

Silva, P. M., Veiga, F. V., & Pinto, A. S. (2024). Should private-label supply manufacturers invest in digital strategies? A study on Portuguese manufacturers. Journal of Strategic Marketing (2024): https://doi.org/10.1080/0965254X.2024.2306564