Browse by author
Lookup NU author(s): Dr Saurabh BhattacharyaORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
PurposeThis paper aims to provide a conceptual framework on the effect of the theological and political values of the upper echelon on the international marketing strategy of firms covering (a) the scope of internationalization, (b) the market entry mode and (c) compliance vs cooperative CSR with global value chain partners.Design/methodology/approachThe authors base this paper on a review and analysis of theories on theological values and political ideology with conceptual development and future research directions.FindingsThe authors propose how theological values, i.e. spiritual and religious values and conservative vs liberal political ideologies, result in the development of cultural intelligence and a global mindset of the upper echelon and how these cognitive attributes then drive three different dimensions of international marketing strategy, i.e. the scope of internationalization, the choice of market entry mode and cooperative vs compliance CSR initiatives with global value chain partners.Originality/valueThe paper provides a comprehensive understanding of the impact of scantly explored upper-echelon traits, i.e. theological values and political ideology, on different dimensions of international marketing performance of firms, ranging from the scope of internationalization to the choice of CSR activities in international markets.
Author(s): Agnihotri A, Bhattacharya S, Sakka G
Publication type: Article
Publication status: Published
Journal: International Marketing Review
Year: 2025
Pages: epub ahead of print
Online publication date: 31/10/2025
Acceptance date: 06/10/2025
Date deposited: 01/11/2025
ISSN (print): 0265-1335
ISSN (electronic): 1758-6763
Publisher: Emerald Publishing
URL: https://doi.org/10.1108/IMR-02-2025-0086
DOI: 10.1108/IMR-02-2025-0086
ePrints DOI: 10.57711/4jmf-zw44
Altmetrics provided by Altmetric
