The main objectives of this special issue are to: (1) publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and (2) advance a narrative for future research on emerging market firms' international marketing activities. This introduction to the special issue provides a review of the extant literature on the international marketing strategy of emerging market firms, focusing on summarizing key empirical contributions on the topic over the last three decades. Subsequently, we discuss how each article included in this special issue helps advance our agenda to develop scholarly knowledge on emerging market firms' international marketing strategy.