Navigating the New Terrain of International Marketing in an Age of Disruption: An Introduction to Volume 22

Global marketers and multinational corporations (MNCs) have faced a multitude of disruptions in recent years. Rising protectionism, exemplified by trade tensions and the resurgence of nationalism, creates a barrier for multinationals operating around the globe and seeking new market entries. With an escalating climate crisis and the ongoing technological advances, both environmental sustainability and technological agility have become imperative for businesses worldwide. 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. In this introductory chapter, the authors provide a preview of the volume, summarizing each piece as it pertains to one of the four categories of disruptions: anti-globalization and nationalistic sentiments, trade wars, climate change, and digital platforms and payment technologies.