Purpose

The COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to understand the influence of the institutional response to the COVID-19 pandemic on international marketing activities and to highlight the need to formally incorporate institutional economics into the study of international marketing phenomena.

Design/methodology/approach

The paper uses institutional economics as the environmental element of the general theory of competitive rationality to present a foundation for understanding how state actions influence marketing and international marketing activities. Data are presented and empirically tested, demonstrating the heterogeneity of government influence on personal and economic freedoms during the pandemic, both of which influenced international marketing activities. To broaden the implications of this work, we also provide anecdotal illustrations unrelated to the COVID-19 pandemic to demonstrate the breadth of nation-state influence on international marketing activities.

Findings

Heterogeneity in nation-state formal and informal institutional elements influence international marketing activities during the COVID-19 pandemic. However, other incidents, unrelated to the COVID-19 pandemic, demonstrate the importance of contextualizing international marketing activities under a holistic institutional framework.

Originality/value

The paper employs the general theory of competitive rationality along with institutional economics to provide a theoretical foundation to better understand the differential impact on international marketing as a result of formal and informal institutional influences. This general framework can be employed to provide a holistic understanding of both international and cross-national marketing activities.

中文翻译：

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机构对国际营销的力量：对 COVID-19 大流行的反思可以为国际营销活动提供信息

目的

COVID-19 大流行凸显了民族国家对参与国际营销活动的影响。本研究的目的是了解机构对 COVID-19 大流行的反应对国际营销活动的影响，并强调将机构经济学正式纳入国际营销现象研究的必要性。

设计/方法/方法

本文将制度经济学作为竞争理性一般理论的环境要素，为理解国家行为如何影响营销和国际营销活动奠定了基础。提供的数据和实证检验表明，政府在大流行期间对个人和经济自由的影响存在异质性，这两者都影响了国际营销活动。为了扩大这项工作的影响，我们还提供了与 COVID-19 大流行无关的轶事插图，以展示民族国家对国际营销活动的广泛影响。

发现

民族国家正式和非正式制度要素的异质性影响 COVID-19 大流行期间的国际营销活动。然而，与 COVID-19 大流行无关的其他事件表明，在整体制度框架下将国际营销活动背景化的重要性。

原创性/价值

本文采用竞争理性的一般理论和制度经济学为更好地理解正式和非正式制度影响对国际营销的不同影响提供理论基础。这个通用框架可以用来提供对国际和跨国营销活动的整体理解。