Marketing Strategy and Consumer Behavior

The international marketing field is transforming rapidly under the influences of digitalization, technological advances, sustainability pressures, geopolitical conflicts and tension, and regulatory restrictions. How do international marketing managers cope with, or even thrive under such challenges? How do consumers respond to these challenges and changes? Succeeding in ever more complex, interconnected and at the same time fragmented consumer markets requires an in-depth understanding of cross-national and cross-cultural similarities/differences, as well as how these similarities/differences affect firms and their customers. This track seeks contributions from both international marketing strategy and consumer behavior sub-fields within international marketing.

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