Hardback
Handbook of Research in International Marketing, Second Edition
2nd edition
9781849803021 Edward Elgar Publishing
The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today’s most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.
More Information
Contributors
Contents
More Information
The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today’s most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.
The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV.
Scholars and students in marketing and international business will find much of value in this comprehensive volume.
The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV.
Scholars and students in marketing and international business will find much of value in this comprehensive volume.
Contributors
Contributors: Y. Bao, E. Berger, S.T. Cavusgil, C.S. Craig, S.P. Douglas, A. el Banna, J. Evans, F. Fastoso, E. Gencturk, D.A. Griffith, S.C. Jain, J.K. Johansson, D. Kandemir, L.C. Leonidou, P. Magnusson, P. Matthyssens, S.A. Murphy, C.C. Nakata, N. Papadopoulos, P. Pauwels, J.I. Rojas-Méndez, E. Ruzo, S. Samiee, R. Sarathy, J.T. Simpson, C.M.P. Sousa, R. Varadarajan, S.A. Westjohn, J. Whitelock, S. Xu, G. Yalcinkaya, A. Yaprak, C. Yeo, S. Zhang
Contents
Contents:
Preface
PART I: GLOBAL BRANDING ISSUES
1. The Limits of Global Branding: The Emerging Market Challenge
Susan P. Douglas and C. Samuel Craig
2. The Promises of Global Branding: Market Shares in Major Countries 2000–2009
Johny K. Johansson
3. Promoting Products from Developing Countries: Roles of Brand Name and Spokesperson
Yeqing Bao, Shi Zhang and James T. Simpson
4. Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of Inquiry
Saeed Samiee and Leonidas C. Leonidou
5. Place Brands and Brand-place Associations: The Role of ‘Place’ in International Marketing
Nicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-Méndez
PART II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY
6. Conjectures on Innovation Drivers in an Emerging Market: India
Rajan Varadarajan
7. The Internationalization Process Revisited: Institutionalization, Exploitation and Exploration
Pieter Pauwels and Paul Matthyssens
8. Resource-Advantage Theory: Insights for Global Marketing Strategy Research
David A. Griffith and ChangSeob Yeo
9. International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardization Decision
Jeryl Whitelock and Fernando Fastoso
10. The Standardization Construct in International Marketing: Earlier Conceptualization and Suggestions for Further Development
Attila Yaprak, Shichun Xu and S. Tamer Cavusgil
11. Subsidiary Marketing Strategy Implementation (SMSI): The Missing Link of International Marketing Strategy Research
Esra Gencturk and Destan Kandemir
PART III: CULTURAL ISSUES IN INTERNATIONAL MARKETING RESEARCH
12. Managerial Determinants of Export Performance: Direct and Moderating Effects
Carlos M.P. Sousa and Emilio Ruzo
13. The Role of Psychic Distance in International Marketing Strategy Implementation
Jody Evans
14. Understanding the Role of Culture in Online Groups
Goksel Yalcinkaya
15. Is There a Country-of-Origin Theory?
Peter Magnusson and Stanford A. Westjohn
16. Theory of the Global Consumer
Stanford A. Westjohn and Peter Magnusson
PART IV: HARNESSING THE BOP MARKET
17. Integrated Strategies for the Base of the Pyramid
Ravi Sarathy
18. New Product Development for the Base of the Pyramid: A Theory- and Case-based Framework
Cheryl C. Nakata and Estelle Berger
19. Bottom of the Pyramid Market: Theory and Practice
Subhash C. Jain
Index
Preface
PART I: GLOBAL BRANDING ISSUES
1. The Limits of Global Branding: The Emerging Market Challenge
Susan P. Douglas and C. Samuel Craig
2. The Promises of Global Branding: Market Shares in Major Countries 2000–2009
Johny K. Johansson
3. Promoting Products from Developing Countries: Roles of Brand Name and Spokesperson
Yeqing Bao, Shi Zhang and James T. Simpson
4. Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of Inquiry
Saeed Samiee and Leonidas C. Leonidou
5. Place Brands and Brand-place Associations: The Role of ‘Place’ in International Marketing
Nicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-Méndez
PART II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY
6. Conjectures on Innovation Drivers in an Emerging Market: India
Rajan Varadarajan
7. The Internationalization Process Revisited: Institutionalization, Exploitation and Exploration
Pieter Pauwels and Paul Matthyssens
8. Resource-Advantage Theory: Insights for Global Marketing Strategy Research
David A. Griffith and ChangSeob Yeo
9. International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardization Decision
Jeryl Whitelock and Fernando Fastoso
10. The Standardization Construct in International Marketing: Earlier Conceptualization and Suggestions for Further Development
Attila Yaprak, Shichun Xu and S. Tamer Cavusgil
11. Subsidiary Marketing Strategy Implementation (SMSI): The Missing Link of International Marketing Strategy Research
Esra Gencturk and Destan Kandemir
PART III: CULTURAL ISSUES IN INTERNATIONAL MARKETING RESEARCH
12. Managerial Determinants of Export Performance: Direct and Moderating Effects
Carlos M.P. Sousa and Emilio Ruzo
13. The Role of Psychic Distance in International Marketing Strategy Implementation
Jody Evans
14. Understanding the Role of Culture in Online Groups
Goksel Yalcinkaya
15. Is There a Country-of-Origin Theory?
Peter Magnusson and Stanford A. Westjohn
16. Theory of the Global Consumer
Stanford A. Westjohn and Peter Magnusson
PART IV: HARNESSING THE BOP MARKET
17. Integrated Strategies for the Base of the Pyramid
Ravi Sarathy
18. New Product Development for the Base of the Pyramid: A Theory- and Case-based Framework
Cheryl C. Nakata and Estelle Berger
19. Bottom of the Pyramid Market: Theory and Practice
Subhash C. Jain
Index
