What Is International Marketing? A Look at the Present, the Future, and New Initiatives in JIM

Journal of International Marketing (JIM) is dedicated to advancing international marketing (IM) research, theory, and practice, with the prime objective of bridging the gap between theory and practice in IM.Authors are encouraged to submit their best research representing the entire spectrum of topics in IM; we welcome diverse theoretical perspectives and a wide variety of data and methodological approaches.The journal broadly focuses on (1) international research, which refers to the study of marketing practices that extend beyond national borders, and (2) cross-cultural studies, which involve comparisons of marketing-related issues across different national settings (Griffith 2008).The editorial policy of JIM is broad; it places few constraints on article topics as long as they fall within the domain of IM one way or another.Therefore, a good understanding of IM is needed to distinguish it from other fields such as marketing or management in general.Since I took over as Editor in Chief, the main reason for desk rejections has been the lack of fit with the journal's editorial domain.Thus, in this editorial, I have four goals.First, I revisit the definition of IM to facilitate the submission of highquality papers that fall within the domain of IM and JIM.Second, I present future research directions based on topics identified in articles published in JIM between 2015 and 2025, reflecting the collective wisdom of JIM's author base.Third, I summarize new initiatives that I introduced since the start of my tenure as Editor, namely Insight Papers and JIM Research Curations.Finally, I provide a list of open special issues and end with a brief outline of editorial issues. What Is International Marketing?International marketing refers to all activities by a company or organization with the aim of entering, growing, or repositioning itself in one or more foreign markets.The ultimate goal is the growth of the organization's customer, revenue, profit, and/or activity base.This definition means that IM involves at least two markets: the home and host markets of the organization.This definition also necessitates engaging with at least two contexts that differ in terms of cultural, economic, political, legal, and digital environments.The extent of such differences between markets can be high or low, but differences still