Key Developments in International Marketing: Influential Contributions and Future Research Directions

We extend Drucker’s axiom regarding marketing’s overarching role and centrality in business to assert that all forms of international business (IB) engagement are primarily driven by international marketing (IM). This view is not widely shared within IB, and we acknowledge that, with some exceptions, influential works by IM scholars are insufficiently leveraged in developing and advancing the broader IB discipline. In this volume, we identify seven highly influential JIBS publications, plus two newer articles that feature contemporary considerations in IM and IB. Each of the first seven articles is followed by a thoughtfully developed postscript authored by at least one of the original authors. Postscripts for the last two articles are authored by accomplished marketing scholars. In addition to looking back and updating the original contributions, postscripts provide valuable recommendations for IM and IB research directions going forward.