International Marketing and Management Research (IMMR) Series provides a forum for academics and professionals to share the latest developments and advances in knowledge and practice of global business and international management. The series is a uniquely positioned contribution of interrelated research papers across all business disciplines including: marketing, international business, strategy, digital strategy, organizational behavior and cross-cultural management, international marketing, international finance, global value chains, global supply chain management, sustainable innovations, e-business and e-commerce, social media, new product design and innovation, and business economics. Six volumes have been published under the IMMR series. Each research paper published in this series goes through a double-blind peer review process. Through the series, we examine the impact of cross-cultural issues, characteristics, and challenges with regard to global and sustainable business innovations; institutional and regulatory factors on international marketing and management issues; and the effects of institutional changes on global businesses with regard to both traditional and digital worlds. IMMR series fosters the exchange of ideas on a range of important international subjects, provides stimulus for research, and strengthens the development of international perspectives. The international perspective is further enhanced by the geographical spread of the contributors.