Structured Abstract: An Integration of the Curative International Marketing Construct

Abstract

2016 is the 80th anniversary of the academic field of International Marketing which, on its introduction was typical of the major paradigm shifts which tend to occur in marketing every quarter of a century. Practical evidence of major marketing blunders (such as the 2015 VW emission measure fiasco) suggests that we are due for another major shift, as exemplified by the discontent with globalization and the global crisis of trust; (Sanchez Bengoa et al. 2015; Sanchez Bengoa and Kaufmann 2015; Spais and Kaufmann 2015). In order to keep the field viable and vibrant, marketing peers are urgently advised to reflect on shortcomings, develop innovative multidisciplinary theories by taking a new perspective on holism and complexity, and set not just quantitative but also qualitative goals. The paper is structured in the following way: based on a synopsis of three case studies (beef crisis; employee identification in Poland and migration), a multidisciplinary conceptualization to remedy the respective gaps and a research methodology to validate the latter is provided. © 2017, Academy of Marketing Science.