In this essay, we draw attention to major trends that have come to define the nature of international marketing in the current environment.
We illustrate each trend with contemporary firm examples. We also provide insights into how international marketers can adapt to these challenges in creative ways. As such, the purpose of this article is not to provide a comprehensive review of the literature in international marketing or to call for future research on specific topics.
Scholars have contributed such articles elsewhere (see, e.g., Cavusgil 1998; Cavusgil et al. 2005; Griffith et al. 2008). Several studies have also critically examined the rigor of international business research (Hult et al. 2008a, b).