Written in a student-friendly style, making the book appropriate for use at undergraduate and postgraduate levels Provides real-life examples from a range of markets, including the often-overlooked markets of Africa, Latin America, and the Middle East Covers important but less frequently discussed topics, such as the rise of China's state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations Includes a chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace

Interdisciplinary approaches are critical to solve the interesting problems of the day. Branding, product design, and innovation are topics that have not been covered in the series so far but have been gaining attention. In all three cases, there is significant research and practitioner interest. This volume seeks to capture and synthesize the cutting-edge knowledge in the area of branding, product design, innovation, and strategic thought in international marketing. This volume was conceived from a conference held at The College of William & Mary where speakers from many fields - including business, arts, architecture, industrial design, and engineering - were invited to share their methods, findings and insights. The interdisciplinary nature of the conference and this subsequent volume serve to help us gain an appreciation for alternative perspectives while also facilitating cross-disciplinary research in these important areas.

Marketplace complexity and dynamics create an environment that increases the uncertainty of innovation activities. In this context systematic management of innovation and product management are increasingly important for company success. This book presents the fundamentals of innovation and product management and introduces the reader to a holistic process model with particular focus on innovation and uncertainty. This integrated consideration of innovation management and product innovation within an interdisciplinary approach represents a unique characteristic of this book. The book is designed to address the needs of managers who want a practical but well-researched guide to innovation and product management. Graduate and advanced undergraduate students would also find the chapters in this book particularly useful.

Written in a student-friendly style, making the book appropriate for use at undergraduate and postgraduate levels Provides real-life examples from a range of markets, including the often-overlooked markets of Africa, Latin America, and the Middle East Covers important but less frequently discussed topics, such as the rise of China's state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations Includes a chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace

Marketplace complexity and dynamics create an environment that increases the uncertainty of innovation activities. In this context systematic management of innovation and product management are increasingly important for company success. This book presents the fundamentals of innovation and product management and introduces the reader to a holistic process model with particular focus on innovation and uncertainty. This integrated consideration of innovation management and product innovation within an interdisciplinary approach represents a unique characteristic of this book. The bookis designed to address the needs of managers who want a practical but well-researched guide to innovation and product management. Graduate and advanced undergraduate students would also find the chapters in this book particularly useful."