This paper investigates the impact of Internet marketing capabilities on export performance, utilising the Strategy Tripod framework to specifically consider the moderating effects of technological intensity, competition intensity, and institutional characteristics of export markets. Drawing on a sample of 500 Polish exporters from the industrial manufacturing sector, the quantitative study reveals that Internet marketing capabilities significantly enhance export performance, particularly in medium-tech sectors. Additionally, the study highlights that high competition intensity amplifies the benefits of Internet marketing capabilities, suggesting that firms in highly competitive sectors can leverage these capabilities to gain a competitive edge. Conversely, the research indicates a complex relationship between the structure of export market portfolios of exporting firms portfolio and Internet marketing capabilities, with an unexpected positive effect for exporters focusing predominantly on institutionally less advanced markets. These insights lead to the discussion of a number of implications for future research. 

This study explores (international marketing) strategies of digital platform-based scaleups focusing on critical factors that drive successful international scaling. Utilizing a longitudinal multiple case study design, we analyze two Western companies in the tourism and digital payment sectors, tracing their growth from 2006 to 2023, to understand how (marketing) strategies affect and influence international scaling. Our findings underscore the importance of identifying global unmet needs, the adoption of a hybrid strategy of global replication with local responsiveness, and the leverage of partnerships for rapid and sustainable growth. Strategic agility—rapidly responding to and anticipating market demands—emerges as critical for scaling. Finally, drawing on Ansoff’s (1965) product-market matrix, we argue that it is important to adopt a circumcentric growth, employing different combinations of growth strategy over time, to pursue and sustain international scaling. Our study also highlights tensions in international marketing strategies, suggesting avenues for future research. We contribute to the nascent literature on international scaling by detailing the unique processes and strategies that facilitate this challenging yet rewarding endeavor. Furthermore, we enhance international marketing literature by demonstrating how established paradigms can be adapted to the context of international scaleups.

Based on the resource-based view, this study investigates how marketing capabilities and marketing mix adaptation affect the international growth of manufacturing companies and explores the impact of family influence on these relationships. Data were collected from 431 Portuguese manufacturing Small and Medium-sized Enterprises (SMEs) across different industries and analyzed using ordinary least-squares analysis. The results indicate that, in general, both marketing capabilities and marketing mix adaptation enhance the international growth of manufacturing SMEs, but the influence of family weakens these relationships. Furthermore, it appears that when companies pursue a marketing mix adaptation strategy, the relationship between marketing capabilities and international growth is weakened. We also find that the family influence diminishes this moderation, thereby reinforcing the relationship between marketing capabilities and international growth.

This study employs advanced natural language processing (NLP) techniques to conduct a comprehensive computational literature review within the domain of country-or-origin (COO) research. The aim is to identify, cluster, and subsequently analyze relevant studies of COO research based on semantic similarity, uncovering the evolution and structure of extant research communities that developed over time. We apply cutting-edge NLP methodologies to extract and process textual data from scholarly articles spanning several decades. Through semantic clustering, we delineate prominent research themes and their development trajectories within the published COO research domain. Our findings reveal several distinct communities of studies and their evolution, highlighting pivotal studies and influential development trends. We conclude by proposing a future research agenda based on gaps identified through our computational analysis. This study contributes to both methodological advancements in computational literature reviews and substantive insights into the evolving landscape of COO research.