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Transnational Marketing Research

Transnational Marketing is a relatively understudied area. Thus the Regent's Centre for Transnational Studies promote and pioneer research in this field.

The marketing literature touches the issue within internationalization studies and some consumer studies focusing on immigrant consumption. However, the world is full of cases for transnational companies, organisations and business practices along with increasingly transnational consumption patterns. Multinational organisations are examples for the trend towards ‘transnationalisation’.

The array of practices is wide to cover large companies marketing “global products” (e.g. Unilever) as well as small insurgent groups' marketing “rebellion” (e.g. Zapatistas in Mexico). The focus of our research in the Centre lies with the "stateless" management and consumption as well as consumption and management on the move.

"The key feature of transnational marketing is the geographical and administrative span of the operations, strategy and behaviour. It is more than simply international and it is beyond global. Transnational is stateless, borderless, draws upon multiple territories, cultures and multiple reference points.

Transnational Marketing can be briefly defined as marketing transnationally, that is other than within the borders of one’s nation and marketing products or services which can originate from anywhere and largely oblivious to differences in national markets yet taking into account the cultural and linguistic differences as well as drawing upon multiple reference points and benefiting from synergies among multiple territories, cultures, and other groupings" (Sirkeci, 2011).

Topics covered in this stream include:

  • Transnational consumer behaviour

  • Transnational marketing strategy

  • Transnational event and services marketing

  • Transnational mobile consumers

  • Transnational branding and design

  • Luxury marketing and management

  • Ethnic and minority consumers

  • Cross cultural marketing

  • Critical marketing studies

  • Mobility and consumption

  • Ethnic food marketing

  • Islamic marketing

  • Transnational arts marketing

  • Neuromarketing

  • Place marketing and branding

Recent publications in this research stream.

Stream Researchers

Page last updated 8/1/2011