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Volume 26 of Advances in International Marketing is devoted to a
set of papers that attempt to develop new knowledge or refine the
existing knowledge to account for the emerging international
marketing issues in a fast changing world. These include topics
such as dynamic capabilities of international marketers,
entrepreneurial orientation, rise of emerging markets MNCs,
cultural and institutional distances, organizational learning and
knowledge transfer in MNCs, and international marketing strategies
in fast changing environments. Collectively, the papers in Volume
26 shed significant light on many emerging issues and form a solid
foundation for future research.
"The latest volume in the Advances in International Marketing
series is a fresh addition to the international marketing
literature, expanding the current knowledge in several significant
ways. Divided in to two sections, the first part of Vol. 25
addresses important issues concerning entrepreneurship in the
international market. Pulling together papers authored by
well-known scholars they look at issues such as born-global firms'
evolution, market orientation, alliance capabilities, customer
orientation, and performance in the global market. Collectively,
these papers shed significant new light on the role of
entrepreneurship in born-global firms and exporting firms. The
second part of Entrepreneurship in International Marketing brings
together a collection of papers dealing with contemporary
international marketing issues, including the conceptual domain of
international marketing, global brands and luxury brands in
emerging markets, international retail supply chains, and exit
behaviour of FDI firms."
Volume 24 of Advances in International Marketing, guest-edited by
Professors Jean, Chiou and Zou, considers the impact of major
trends in external and internal environments of the firm on
international marketing. Major themes include: emerging market
firms? innovation, technology-enabled marketing innovation, global
account management, knowledge sharing in international alliances,
internationalization of small and entrepreneurial firms, export
marketing channels, global companies and issues of national culture
on consumers? Evaluation of MNEs performance and teaching
international marketing to students. Papers in part one focus on
innovation from emerging markets, including the impact of
technological innovation on management innovation in terms of
global account management in emerging markets firms and the impact
of context on international strategic alliance knowledge transfer
and innovation. Part two combines studies with a small- and
medium-sized firm perspective and a focus on entrepreneurship. Part
3 looks at export marketing issues, such as sales subsidiaries,
foreign channel selection and dependence on export channel
co-ordination. Part 4 is devoted to globalization and culture
issues, including the dimensions of a global company and the impact
of pervasion of national culture on consumers? Evaluation of MNEs
performance. Part 5 deals with the effectiveness of alternative
teaching methods of international marketing.
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.
Publishing cross-national research is often a difficult endeavour
as ensuring equivalence of method and measures can be challenging.
Even though the importance of sound data and valid measures has
long been an acknowledged, it is often problematic to follow
required quality standards in concrete research situations. Against
this background, this volume addresses issues pertaining to
measurement and research methodology in an international marketing
context. Written by a group of internationally renowned scholars,
the papers address a broad range of subjects including
response-bias in cross-cultural research, problems with cultural
distance measures, and construct specification. Others focus on the
development and application of novel research methods, for example
in the context of marketing efficiency measurement or international
market segmentation. Collectively, the papers in this volume
substantially further marketing knowledge and provide fruitful
avenues for future research. As such, this volume is an invaluable
asset to researchers, students and practitioners in this particular
field.
The global financial crisis has accelerated the shift of economic
power from the West to the East. The emerging markets have become
the main engine of global economic growth and firms from emerging
markets are playing an increasingly important role in global
competition. This volume of "Advances in International Marketing"
is focused on issues that have been largely ignored by the main
stream literature in international marketing to emerging markets
and by firms from emerging markets. The papers presented report a
variety of studies examining: international marketing behaviour of
firms from emerging markets; market environments and consumer
behaviour in emerging markets; and, MNCs' international marketing
in emerging markets. Collectively they offer significant insight
into emerging markets and point to new directions for future
research.
This book describes the steps necessary to achieve success in
export marketing. It is a step-by-step guide to the art and science
of export marketing, from initial discovery to researching new
markets, to the financial aspects, to managing ongoing operations.
It is written for small to mid-size firms as a primer, and as a
reference for larger firms already involved in exporting as a guide
to higher levels of success.If you manage a small or mid-size
business that is interested in exporting; this comprehensive book
will put you firmly on the path toward success. Achievement in
export marketing is not easy, and this guide presents a strategic
process from the very first steps of discovery all the way to
managing your export operations. After reading it, you will be able
to apply the practical information and begin the process with
confidence.
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