Family businesses are a dominant organisational form worldwide and play a critical role in shaping employment, investment and long-term regional development. They are also key participants in cross-border activity. Recent studies show that internationalisation by family-controlled businesses is pervasive enough to affect aggregate patterns of global competition, rather than being a marginal exception. Existing research has paid great attention to examining whether and to what extent family involvement alters the degree, speed, and performance of internationalisation. In contrast, the marketing dimension of family businesses' international activity, in terms of how the family imprint travels to foreign customers and channels, remains comparatively underdeveloped in the literature.

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Potential topics

• Branding and identity strategies of international family businesses
• Consumer perceptions and behaviour toward family vs. non-family businesses across cultures
• International market orientation, innovation, and digital marketing in family businesses
• Reputation management and communication in family multinationals
• International operational mode choices, channels, and international marketing configuration in family businesses
• Governance, professionalisation, and the role of non-family managers and boards in shaping international marketing of family business
• Cultural, institutional, and regional contingencies in family business international marketing effectiveness
• Global crisis, scandals, and responses in family-branded international marketing operation
• Methodological advancement for studying international marketing in family businesses

Timeline

• January 3, 2027: Opening date for manuscripts submissions
• September 30, 2027: Closing date for manuscripts submission