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.
Edited by Subhash C. Jain, University of Connecticut and David A. Griffith, Professor of Marketing and Chair, Department of Marketing, Lehigh University, US
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 Jose I. Rojas-Mendez 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