Purpose

This special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making.

Design/methodology/approach

Thirty-six (36) manuscripts were submitted to the editorial office focusing on a broad range of international marketing decision-making. Following a thorough review process, a collection of five original empirical studies on different facets of international marketing decision-making from multiple theoretical, contextual and methodological perspectives are included in this Special Issue.

Findings

Overall, the combined evidence presented in this Special Issue shows that the general field of international marketing decision-making is starting to mature. Evidence from the contributors to this Special Issue shows that researchers have taken inspiration from both the past and the present when designing and crafting their research and, by doing so, they have collectively contributed to new knowledge in terms of international marketing decision-making principles, decision-maker personality traits, the consequences of international marketing decisions and cross-cultural differences with regards to decision-making influences and behavior.

Originality/value

With few exceptions, not much is known about how international marketing decisions are made. Yet, the way international marketing decisions are made is critical for international marketing success. This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Nevertheless, international marketing and management studies are dominated by the planning paradigm, while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous. The articles included in this special issue have addressed major unanswered questions regarding the content and processes of international marketing decision-making.

中文翻译：

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国际营销决策：过去、现在和未来

目的

本期特刊旨在创建一个跨学科的研究人员社区，将决策理论应用于国际营销环境。本期特刊发表的文章包含前沿的概念和实证研究，可增强国际营销决策的现有知识。

设计/方法论/途径

三十六 (36) 份稿件已提交给编辑部，重点关注广泛的国际营销决策。经过彻底的审查过程，本特刊收录了五项原创实证研究，从多个理论、背景和方法论角度对国际营销决策的不同方面进行了研究。

发现

总体而言，本期特刊提供的综合证据表明，国际营销决策的总体领域正在开始成熟。本期特刊撰稿人提供的证据表明，研究人员在设计和开展研究时从过去和现在汲取了灵感，通过这样做，他们共同为国际营销决策原则方面的新知识做出了贡献，决策者的个性特征、国际营销决策的后果以及决策影响和行为方面的跨文化差异。

原创性/价值

除了少数例外，人们对国际营销决策是如何制定的知之甚少。然而，国际营销决策的制定方式对于国际营销的成功至关重要。国际营销决策研究领域虽然相对贫乏，但通常以决策的行为经济学理论为基础，从而识别出决策过程的二元性。然而，国际营销和管理研究以规划范式为主，而在实践中，管理者常常认为偏离规划的尝试是不负责任和危险的。本期特刊中包含的文章解决了有关国际营销决策的内容和过程的主要未解答问题。