Quantum international marketing: conceptualization and research agenda

Résumé fourni par la source

Purpose Quantum computing (QC), grounded in quantum mechanics, heralds a transformative era for businesses due to its capacity to solve large-scale problems involving a daunting number of variables with unprecedented speed compared with that of classical computers. While the existing literature on International Marketing Strategy (IMS) has extensively examined the role of digital transformation, the potential of QC in enhancing IMS remains largely unexplored. This study aims to bridge this gap by conceptualizing how firms can integrate QC principles – superposition, entanglement, and interference – into IMS literature. Design/methodology/approach This study adopts a conceptual, interdisciplinary approach, combining literature from QC and IMS. Drawing on previous studies, it catalogs existing findings, identifies gaps, and proposes avenues for future research. Findings The study proposes a set of propositions outlining how QC can drive advancements in IMS across three critical dimensions: (1) antecedents of IMS, (2) international marketing mix strategy, and (3) IMS assessment. It also develops a comprehensive conceptual framework that maps the integration of QC technologies into IMS. Research limitations/implications The lack of empirical research on QC in international marketing presents certain limitations. However, the propositions developed in this study serve as a foundation for future empirical investigations, encouraging scholars to explore the intersection of QC and IMS further. Practical implications This study provides actionable insights for managers seeking to integrate QC technologies into their global marketing strategies. Originality/value This research introduces a novel theoretical perspective on the role of QC in IMS, an area previously overlooked in marketing and business literature. It lays the groundwork for future research and practical applications in the field by conceptualizing QC as a transformative tool for IMS.

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