Nilay Bıçakcıoğlu-Peynirci

Purpose: Over the past five decades, international market entry has been a focal point of research across business, marketing, entrepreneurship and management. With rising de-globalization and geopolitical shifts, scholarly attention has expanded to encompass firms' international trajectories and de-internationalization. Yet, there remains a limited understanding of how these behaviors inform and are shaped by adjacent domains and how key themes interact across these areas. Therefore, this study seeks to review the literature on market entry, exit and re-entry and examine knowledge diffusion patterns across adjacent intellectual domains. In so doing, we derive five theoretical implications that we suggest should underpin future research endeavors. Design/methodology/approach: This paper reports two interrelated studies. The first one employs bibliometric methods with a hierarchical clustering approach to map the intellectual landscape of the core literature and evaluate its influence and permeability across adjacent fields. The second adopts advanced polynomial forecasting to identify emerging research trajectories signaling promising directions for future inquiry. Findings: We report our findings derived from bibliometric analyses of 822 publications encompassing 21,613 citations in 43 leading academic journals on international market entry, exit and re-entry, over the past five decades. The literature mapping revealed six core themes: ownership and governance in internationalization, market exit and re-entry dynamics, early and rapid internationalization, foreign market entry modes, internationalization challenges and responses and internationalization in the digital era. Additional analysis identified that the impact of the core themes has dissipated into fifteen diffused themes, reflecting the field's permeability and broader influence beyond myopic disciplinary boundaries. Findings based on forecasting research trends for the next five years highlight untapped and emerging research opportunities pertaining to an integrated approach to studying international market dynamics; with particular emphasis on family firm-focused internationalization, the role of ownership, control and governance in internationalization decisions, performance and operating risk management. Originality/value: This study distinguishes itself from prior reviews by employing novel bibliometric techniques to comprehensively map the international market entry and exit (and re-entry) (IMEE) domain, explaining both core and diffused knowledge structures. This is the first attempt to interdependently review and map IMEE research using empirical methods. Combining data-driven analyses with forecasting methods, we reveal novel thematic connections and provide predictive validity to emerging research trajectories that provide valuable priorities within this domain.

Purpose: Building on the insights from the knowledge-based view and network theory, the purpose of this study is to explore the knowledge-based enablers, conditions and performance-related implications of export venture sustainability strategies. Design/methodology/approach: This is a qualitative research study which attempts to understand “how and when” export venture sustainability strategies influence their performance-related implications. In doing so, the study draws on data from 15 exporting firms, comprising 8 respondents based in Turkey and 7 based in the United Kingdom, thereby capturing perspectives from both a developing and a developed market economy. Findings: The findings explore the knowledge-based enablers of export venture sustainability strategies and practices that companies implement in foreign markets and their related performance implications. Furthermore, the present study develops four propositions, suggesting that informational and experiential export venture knowledge bases – depending on the extent of foreign market export networks – serve as knowledge-based enablers of export venture sustainability strategies, ultimately leading to superior economic (export) performance. Research limitations/implications: The research findings have several practical and environmental implications. First, the findings reveal that it is important for export venture sustainability strategies to consider the social and environmental issues, in the foreign target market environment, to ensure superior economic (export) performance. Second, the findings reveal the importance of export ventures leveraging their knowledge base, i.e. informational and experiential knowledge base, when formulating export venture sustainability strategies in their foreign target market. Third, the findings show the important role of export venture ties when formulating export venture sustainability strategies in the international marketing environment. Finally, the findings point to the positive effects of export venture sustainability strategies on the environment. Practical implications: Specifically, from a policy standpoint, the findings suggest that governments and regulatory officials should design policies that are favourable to international marketing and trade, as export venture sustainability strategies produce environmentally friendly goods and services. Originality/value: The present study advances understanding on how informational and experiential export venture knowledge bases – depending on levels of foreign market export network – feed export venture sustainability strategies, which in turn leads to superior export performance.

Purpose: Given the rapid progress in digitalization, the essence of exchange has been reformulated with the help of digital platforms allowing a temporary access of ownership to the global travel industry. Drawing on signaling theory, this study analyzes the demand-side constraints influencing consumers’ attitudes toward digital short-term rental platforms through a cross-country analysis. Design/methodology/approach: This study performs a cross-country segmentation analysis in five European countries (i.e. UK, Croatia, Italy, Turkey and Spain) by using survey data from 534 consumers and structural equation models. Findings: The findings indicate that perceived risk and lack of service quality exert a significant influence on consumers’ attitudes, with distrust serving as a mediation mechanism. Digital short-term rental platform managers, hosts and policymakers should collaboratively implement trust-building strategies, including fostering third-party quality certifications, enhancing cancellation flexibility and ensuring the provision of transparent information with an intent to mitigate perceived risk and reduce distrust. Originality/value: This study provides a timely contribution to the reshaping of consumer behavior and stimulates a discussion regarding the underexplored attitudes of customers who have not previously used digital short-term rental platforms and their important demand constraints, putting an emphasis on the signals with a dark side which could be interpreted differently from country to country.

Purpose: While the servitization concept has gained increasing attention in the domestic marketing literature, there is more limited knowledge with respect to its implications within the international context. The purpose of this paper is to examine the servitization concept in the international context considering its boundary conditions and its effects on firm performance. Relying on the resource-based view and the boundary conditions function, the authors aim to identify a set of research gaps focusing on how strategic resource decisions (i.e. slack resources and digital marketing capabilities) help industrial firms to provide different types of service offerings (i.e. services in support of product (SSPs) and services in support of client's actions (SSCs)) that leverage their performance in international markets.Design/methodology/approach: The authors illustrate international servitization strategies and the boundaries of servitization activities that firms employ through a series of case vignettes. The authors derive a conceptual framework, serving as a guideline for future research endeavors.Findings: The authors indicate the importance of servitization strategies in international markets and identify eight research gaps, which help to build an agenda for future research. Key differences between international servitization strategies and strategic resource decisions are addressed through illustrative case vignettes from different industries.Practical implications: The insights from this work inform marketing executives about how international servitization strategies are influential in the context of overseas markets by characterizing the servitization concept and elaborating upon the specific resources and capabilities that underpin its execution in foreign markets.Originality/value: This conceptual paper provides a comprehensive understanding of international servitization strategies in overseas markets and identifies several research paths that contribute to the complex nature of servitization in the international context and help scholars spot gaps and research questions worthy of investigation.

This study examines new product development (NPD) processes in high‐technology new product ventures in the emerging market context. Drawing upon the knowledge‐based view and the capability‐based view, we propose a model that characterizes relationships between NPD process execution stages and product competitive advantage, and accounts for the moderating effects of NPD integration mechanisms on these relationships. Our model also explains how pricing capabilities can become a liability that undermines how product advantage impacts new product performance. We test this framework within an emerging market context that has been notably absent from the literature. Our data are generated from 187 new product projects and a follow‐up of 83 projects, from Chinese high‐technology ventures. We identify important theoretical interdependencies within our structural model results. Specifically, marketing–technical integration positively moderates the relationship between product development and testing capability and commercialization capability, while new product implementation capability positively moderates the relationship of commercialization capability and product competitive advantage. Yet, penetration pricing capability negatively moderates the link between product competitive advantage and new product performance.