The Dynamics of International Marketing: A Case Study of an International Alpine Resort in Hokkaido, Japan

ABSTRACT This study examines the dynamics of alpine resorts and their evolution in international marketing. International marketing is a complex process involving different actors across borders. The literature has often examined marketing at specific points in time. However, the evolution of marketing processes and international service firms because of interactions among different actors remains unknown. Actor‐network theory is adopted as a powerful tool to highlight complex and dynamic processes challenging the conventional approach of international business. It employs the case study method. A multi‐method approach is used, where semi‐structured interviews, participant observation, and secondary data are triangulated. The findings demonstrate that actor‐network theory offers a relational network perspective and an alternative view to see international business in a more processual manner. Theoretically, this study extends the conceptualization of marketing, opening avenues for international business. Managerially, it suggests considering non‐business actors into account to comprehensively understand the processes.