Journal of International Marketing

by | Mar 6, 2025 | Marketing

 

you are going to research current topics related to international business and one of the following disciplines: marketing, finance, accounting, or management. You will utilize one of these journals to conduct your search:

Journal of International Marketing
Journal of International Management
International Finance
The International Journal of Accounting
The video for the week: Global Dimensions of Business, provides a walkthrough of how to search for these topics.

You will conduct a library search of the journal, choose a topic being discussed, and construct a larger discussion of the trends and future research opportunities utilizing a minimum of five new peer-reviewed journal articles (in the last five years).

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.


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God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.

 

References

Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.

Okay, let’s dive into a research project focusing on a current topic in international business, specifically within the realm of international marketing, using the Journal of International Marketing.

Topic Selection: The Impact of Digitalization and Social Media on Global Brand Building in Emerging Markets

Rationale: Digitalization and social media have fundamentally transformed marketing practices globally, but their impact is particularly pronounced in emerging markets. These markets often present unique challenges and opportunities for brand building, making this a compelling area of study.

Okay, let’s dive into a research project focusing on a current topic in international business, specifically within the realm of international marketing, using the Journal of International Marketing.

Topic Selection: The Impact of Digitalization and Social Media on Global Brand Building in Emerging Markets

Rationale: Digitalization and social media have fundamentally transformed marketing practices globally, but their impact is particularly pronounced in emerging markets. These markets often present unique challenges and opportunities for brand building, making this a compelling area of study.

Literature Review and Discussion:

1. The Rise of Digitalization in Emerging Markets:

  • Emerging markets are experiencing rapid digital adoption, with increasing internet and smartphone penetration. This creates new avenues for brands to reach and engage consumers.
  • Social media platforms like Facebook, Instagram, TikTok, and local platforms are becoming critical touchpoints for brand interaction.
  • Trend: Brands are increasingly leveraging mobile-first strategies to capitalize on the widespread use of smartphones in these markets.
  • Future Research: Examining the effectiveness of localized mobile marketing strategies in different cultural contexts.
    • Source: Dwivedi, Y. K., Hughes, D. L., Coombs, C., Constantiou, I., Duan, Y., Edwards, J. S., … & Williams, M. D. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 1 59, 102168.  
      1. jtiik.ub.ac.id
      jtiik.ub.ac.id

2. Social Media Influencer Marketing:

  • Influencer marketing has emerged as a powerful tool for brand building in emerging markets, where trust in traditional advertising may be lower.
  • Influencers can help brands build credibility, authenticity, and cultural relevance.
  • Trend: Brands are increasingly collaborating with micro- and nano-influencers who have strong connections with specific target audiences.
  • Future Research: Investigating the ethical considerations and regulatory challenges of influencer marketing in emerging markets.
    • Source: Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2020). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 46(1), 101810.

3. E-commerce and Cross-Border Trade:

  • The growth of e-commerce platforms has facilitated cross-border trade and expanded market access for brands in emerging markets.
  • Brands are increasingly adopting omnichannel strategies to integrate online and offline channels.
  • Trend: The rise of cross-border e-commerce platforms is changing consumer behavior and creating new opportunities for global brands.
  • Future Research: Analyzing the impact of logistics and supply chain management on the success of cross-border e-commerce in emerging markets.
    • Source: Leonidou, C. N., Fotiadis, T. A., Christodoulides, P., & Zeriti, A. (2021). Digital technologies as drivers of export marketing strategy: A conceptual framework. Journal of International Marketing, 29(1), 127-148.

4. Cultural Adaptation and Localization:

  • Brands must adapt their marketing strategies to the cultural nuances and preferences of consumers in emerging markets.
  • Localization of content, language, and imagery is crucial for building brand resonance.
  • Trend: Brands are increasingly using data analytics and AI to personalize marketing messages and experiences for different cultural segments.
  • Future Research: Examining the role of cultural intelligence in international marketing and the development of culturally sensitive marketing campaigns.
    • Source: Usunier, J. C., & Lee, J. A. (2020). Marketing across cultures. Pearson Education.

5. Building Brand Trust and Authenticity:

  • In emerging markets, where consumer trust in brands may be lower, building authenticity and transparency is essential.
  • Brands are increasingly focusing on corporate social responsibility (CSR) initiatives and sustainable practices to enhance their reputation.
  • Trend: Brands are using storytelling and user-generated content to build emotional connections with consumers.
  • Future Research: Investigating the impact of CSR initiatives on brand trust and consumer loyalty in emerging markets.
    • Source: Coombs, W. T., & Holladay, S. J. (2021). It’s not just public relations: Public communication as strategic management. John Wiley & Sons.

Future Research Opportunities:

  • The impact of artificial intelligence (AI) and machine learning on international marketing strategies in emerging markets.
  • The role of virtual reality (VR) and augmented reality (AR) in enhancing customer engagement and brand experiences.
  • The effectiveness of sustainable marketing practices in building brand equity and consumer loyalty.
  • The impact of government regulations and policies on digital marketing practices in emerging markets.
  • The effects of the ever changing global economy on international marketing practices.

By focusing on these trends and research opportunities, international marketing professionals can develop effective strategies for building successful brands in the dynamic and rapidly evolving landscape of emerging markets.

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