Purpose

The purpose of this paper is to provide a comprehensive analysis of international marketing (IM) studies within the context of banking and finance (B&F), articulating its significance and relevance in view of the growing influence of this topic in the global economy.

Design/methodology/approach

The systematic review methodology was applied for the purpose of identifying the relevant studies, as well as the key themes and dominant concepts. In establishing a quality benchmark for the review results, the final sample included articles published in peer-reviewed academic journals ranked 3, 4 and 4* in the ABS 2018 journal list, a common practice in existing systematic review studies.

Findings

Based on a systematic review of 66 studies, the results reveal that the topic has grown and continues to expand within the broader IM field over the past 35 years. From the proposed integrative framework, it is possible to identify the links between several IM subjects and B&F topics, highlighting a different intensity of studies and in-depth analysis among the various specific areas investigated.

Originality/value

The authors map and critically evaluate the extant IM research in B&F context for the purpose of increasing its coherence, scope and international dimension. Finally, the authors present a multidisciplinary, integrative framework that organizes the existing literature, provides the theoretical basis for scholars to further expand the boundaries of the domain and serves as a guiding tool for practitioners.

中文翻译：

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银行和金融领域的国际营销研究：全面审查和综合框架

目的

本文的目的是对银行和金融 (B&F) 背景下的国际营销 (IM) 研究进行全面分析，鉴于该主题在全球经济中的影响越来越大，阐明其重要性和相关性。

设计/方法/方法

系统评价方法用于确定相关研究，以及关键主题和主导概念。在为评审结果建立质量基准时，最终样本包括发表在 ABS 2018 期刊列表中排名 3、4 和 4* 的同行评审学术期刊上的文章，这是现有系统综述研究的常见做法。

发现

根据对 66 项研究的系统回顾，结果表明，在过去 35 年中，该主题在更广泛的 IM 领域内不断发展并继续扩展。从提议的综合框架中，可以确定几个 IM 主题和 B&F 主题之间的联系，突出不同强度的研究和调查的各个特定领域之间的深入分析。

原创性/价值

作者在 B&F 背景下绘制并批判性地评估了现存的 IM 研究，以提高其一致性、范围和国际维度。最后，作者提出了一个多学科、综合的框架，组织现有文献，为学者进一步扩展领域的边界提供理论基础，并作为从业者的指导工具。