The international e-marketing framework (IEMF): Identifying the building blocks for future global e-marketing research

摘要

Purpose - International e-marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e-marketing. Design/methodology/approach - In the editorial, Introduces the international e-marketing framework (IEMF) as a guiding template for future research in international e-marketing. Findings - The IEMF should help shape scholarly inquiry in the domain of international e-marketing, classify current intellectual contributions in this area and delineate the gaps in the literature. Originality/value - The editorial presents the IEMF and classifies various papers in this issue using this framework. Finally, concludes with several compelling research questions to motivate future research in this area.