SSCI征稿: 家族企业的国际营销
本期征稿期刊：International Marketing Review
【主题】家族企业的国际营销：身份、战略与增长
【关键词】家族企业品牌, 国际化战略, 数字营销转型
征稿期刊
International Marketing Review
期刊指标
IF 4.6 (JCR 2024)
SSCI
Q2 (BUSINESS 89/316)
ABS 3 / ABDC A / FMS B
年发文量56
征稿主题
International Marketing in Family Business: Identity, Strategy and Growth
细分领域
Branding and identity strategies of international family businesses
We welcome studies on how family businesses design and manage their brands as they expand internationally. This includes work on family-based brand positioning, the role of heritage and "founding family" narratives, and the construction of global brand architectures that reconcile local authenticity with international consistency. Authors might ask, for example, under what conditions a strong family identity is an asset or a liability in foreign markets; how family businesses decide whether to foreground the family name or a more neutral corporate brand; and how identity changes across generations affect brand meaning and equity over time.
Consumer perceptions and behaviour toward family vs. non-family businesses across cultures
There is growing evidence that consumers often infer higher trust, warmth, and authenticity from family business brands, yet we know relatively little about how robust these inferences are across national cultures, product categories, or institutional contexts. We encourage research that examines how consumers in different countries interpret signals of family ownership and how these perceptions shape attitudes, word-of-mouth, and purchase intentions. Comparative work could explore whether the family business trust premium persists in industries (e.g. B2B and/or B2C) associated with high risk (e.g. financial), or where corporate professionalism is highly valued, and how social media, influencer marketing, and online reviews mediate these effects. Experimental designs, cross-cultural surveys, and digital trace data analyses are particularly welcome.
International market orientation, innovation, and digital marketing in family businesses
Family businesses are often conservative and less marketing-driven, yet empirical evidence is mixed and context-dependent. We invite contributions that scrutinise how international market orientation and marketing innovation actually operate in family businesses. Questions of interest include: How and why do family and non-family managers differ in their use of market intelligence and analytics for international decisions? Are next-generation family members catalysts for digital transformation in marketing (e.g. social media, e-commerce, data-driven personalisation)? Under what governance or resource conditions do family businesses adopt cutting-edge digital platforms, and when do they remain locked into traditional, relationship-based approaches? Studies might link specific marketing capabilities (e.g. digital content creation, customer relationship management systems) to international growth, export intensity, or foreign customer satisfaction, and examine the role of family influence in enabling or constraining their development.
Reputation management and communication in family multinationals
Reputation and socioemotional wealth concerns mean that many family businesses invest heavily in corporate social responsibility (CSR) and community engagement, often framing such efforts as part of the family legacy. We seek research that unpacks how these businesses strategically communicate CSR and stakeholder commitments in international markets, and how stakeholders interpret these branding messages. For example, does the combination of a family brand and strong CSR communication generate a reputational super-additivity in some contexts, or do stakeholders discount CSR efforts as self-serving legacy-building? Multi-stakeholder perspectives (consumers, employees, NGOs, local communities) and longitudinal designs would be particularly insightful.
International operational mode choices, channels, and international marketing configuration in family businesses
Internationalisation research has shown that family businesses often deviate from canonical incremental paths, sometimes being more cautious, sometimes surprisingly bold depending on how families balance risk and control. We encourage work that reinterprets entry mode and channel decisions explicitly through a marketing lens. For instance: Do family businesses prefer modes that preserve relational selling and high control over brand experience rather than arms-length intermediaries? How do family and non-family businesses differ in their reliance on diaspora networks, kinship ties, or long-standing distributors for foreign market development? How do these configurations affect brand consistency, customer service quality, and responsiveness to local market demands? How do family businesses overcome outsider status, such as the liability of outsidership (or is there any advantage of outsidership) in international market? Empirical research that links entry mode configurations to specific marketing outcomes (e.g. brand equity, customer-based performance) would be highly valuable.
Governance, professionalisation, and the role of non-family managers and boards in shaping international marketing of family business
Family business governance structures, such as the presence of family vs. non-family CEOs, independent directors, and formalized marketing units, have profound implications for marketing decisions. We welcome studies that examine how different governance arrangements enable or constrain international marketing capabilities. Possible questions include: How does the appointment of a non-family chief marketing officer or international marketing director influence the firm's willingness to invest in new markets, digital campaigns, or brand repositioning? Under what conditions do boards challenge or reinforce family preferences regarding brand identity and market risk? How do family leaders and shareholder agreements shape the boundaries of marketing experimentation? Contributions might explore governance and marketing interaction using configurational approaches, multi-level models, or in-depth case studies that reveal the politics and processes behind marketing decisions.
Cultural, institutional, and regional contingencies in family business international marketing effectiveness
Family businesses operate within diverse cultural and institutional environments that may amplify or mute the advantages of familiness in international marketing. We seek research that explicitly theorizes and tests how country-level culture (e.g. individualism vs collectivism, uncertainty avoidance), institutional quality (e.g. rule of law, media freedom), and regional logics (e.g. industrial districts, clusters) condition the effectiveness of family-based international marketing strategies. For instance, does signalling family ownership yield stronger trust among consumers effects in high-corruption or low-trust environments, where personal ties are valued, than in highly institutionalized international markets? Are family businesses in emerging economies more reliant on relational marketing and informal networks for export development than those in advanced economies, and how does this shape brand-building trajectories? Cross-country comparative designs and multi-level analyses are particularly encouraged.
Global crisis, scandals, and responses in family-branded international marketing operation
Because family name and identity are tightly bound to the firm, crises and scandals can have outsized reputational consequences. At the same time, strong relational capital and community ties may provide a buffer that facilitates forgiveness and recovery. We invite contributions that examine how family businesses communicate during crises (e.g. product recalls, ethical violations, succession disputes) in the international market and how stakeholders interpret these messages in domestic and foreign markets. Key questions include: Do family businesses adopt distinct crisis narratives (e.g. emphasizing remorse, stewardship, or family unity) for re-branding? How do different generations within the family influence crisis communication strategies? Is the same "family story" effective across cultural contexts when brand reputational damage occurs? Longitudinal studies, text and sentiment analysis of media or social media, and experimental work on consumer reactions to crisis messages are all welcome.
Methodological advancement for studying international marketing in family businesses
Finally, we encourage submissions that advance the methodological toolkit for studying international marketing in family business contexts.
重要时间
Submission Deadline: 30 September 2027
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