The principal topical area is marketing aspects of global business operations. JIM 's Audience includes educators and students of international marketing, thoughtful practitioners of business enterprises engaged in international business activities, and those involved in formulating public policy for international marketing activity.
Coverage is managerial.
The ultimate criterion for publication in JIM is relevance for international marketing practice. Please note that purely comparative studies are not appropriate for JIM . Comparisons of marketing institutions, concepts, etc., are not automatically suitable for JIM unless they explore an issue of importance for the international marketing manager and develop some broader conceptual insights. The focus is on firm strategy and practice, not consumer behavior. Discussion of newer forms of cross-border business activity such as strategic alliances and global sourcing is also encouraged.