Global Marketing in Times of Disruption

Global Marketing in Times of Disruption, Volume 22 in the Review of Marketing Research series, delves into the multifaceted disruptions reshaping the domain of international marketing, fuelled by shifts in geopolitical dynamics, technological advancements, and consumer behaviour. A diverse selection of international authors contribute to our understanding of the implications of disruptions for global marketing strategy, based on their impact on firms, markets, consumers, and policy makers. They address the range of disruptions across four categories: anti-globalisation and nationalistic sentiments; trade wars; climate change; and digital platforms and payment technologies.

The convergence of these disruptions has fundamentally altered the dynamics of international marketing, necessitating a paradigm shift in how firms approach global market expansion and consumer engagement. Agility and adaptability emerge as indispensable attributes for marketers seeking to navigate the complexities of the global marketplace. By embracing innovation, sustainability, and a nuanced understanding of local contexts, firms can position themselves to thrive amidst disruption and seize opportunities for growth in an increasingly turbulent global landscape.