The adoption of digital communications, facilitated by Internet technology, has been among the most significant international business developments of the past 25 years. This article investigates the effect of these new technologies and the changing global business environment to understand how relational approaches to international market entry (IME) are changing in light of macro developments. Despite substantial resources in business practice dedicated to combining relational strategies in digital settings, this analysis of extant literature reveals that fewer than 3% of peer-reviewed research articles in the international marketing domain examine digital contexts. To address this gap, the authors assess 25 years of literature to provide (1) a description of the evolution of IME research; (2) a review and synthesis of pertinent literature that adopts relational, digital, and hybrid approaches to IME; (3) a taxonomy of IME strategies; and (4) directions for further research.

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International Market Entry Strategies: Relational, Digital, and Hybrid Approaches:

Big data and automation pose huge challenges for strategic communication. This article contributes to the limited body of knowledge in the field by introducing the concepts, outlining opportunities and potential problems, and identifying current perceptions and applications in the professional field. A large-scale survey, with respondents from across more than 40 countries, explores the expertise of communication professionals, applications within communication departments and agencies, and consequences for the profession at large. The study shows a large gap between the perceived importance and current practices, a lack of competencies and ethical reflection, and a limited use of opportunities. The full potential of big data analytics and algorithms has not been leveraged until now, which calls for new initiatives in the practice and further research.

Big Data and Automation in Strategic Communication

This editorial introduces the special section on Advances in Computational Advertising. We define computational advertising, as well as discuss the historical background and conceptualization of th...

Advancing Computational Advertising: Conceptualization of the Field and Future Directions

Effectual and causal reasoning in the adoption of marketing automation

The virality of content describes its likelihood to be shared with peers. In this work, we investigate how content characteristics impact the sharing likelihood of news articles on Twitter, Facebook, and Google+. We examine a random sample of 4,278 articles from the most popular news websites in Germany categorized by human classifiers and text mining tools. Our analysis reveals commonalities and subtle differences between the three networks indicating different sharing patterns of their users.

Daniel S. Kostyra

Papers

Marketing Automation

Catchword Marketing Automation