Journal of Global MarketingThe Journal of Global Marketing is a peer-reviewed international journal dedicated to advancing cutting-edge global marketing theories and practices, emphasizing research that addresses marketing strategies and challenges that firms, industries, and public sector agencies encounter worldwide. This truly international journal provides perspectives beyond North America and Western Europe to include Asia, Africa, Eastern and Central Europe, South America, and Oceania as well as business relationships among them. The journal welcomes contributions from leading marketing and international business scholars, practitioners, and policymakers and it is aimed at international marketing and business scholars and practitioners.