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Aykol, Bilge

Advances in Global Marketing

Aykol, Bilge - Advances in Global Marketing, ebook

336,75€

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ISBN: 9783319613857
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Table of contents

Part I. Current Status of International Marketing Research

1. International Marketing Research: A State-of-the-Art Review and the Way Forward
Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee, Bilge Aykol

Part II. International Market Engagement

2. ‘Lean Start-Up’ Practices: Initial Internationalization and Evolving Business Models
James M. Crick, Dave Crick

3. Reverse Internationalization: A Review and Suggestions for Future Research
Itzhak Gnizy, Aviv Shoham

Part III. External Agents and International Marketing

4. The Roles of INVs and Their Agents in the Organization of Marketing Tasks
Tage Koed Madsen, Gitte Rosenbaum

5. Home Country Institutional Agents (HCIAs) as Boundary Spanners Supporting SME Internationalization
Valerie Lindsay, Michel Rod, Nicholas Ashill

Part IV. International Marketing and Innovation

6. Exploring Informal and Formal Learning Activities as Enablers of Learning-by-Exporting in Small and Medium Sized Firms
Øystein Moen, Julie Dahl Benum, Ingeborg Gjærum

7. Strengthening Innovation for Greater Exporting: A Strategic Path for Developing Country Firms
Cheryl Nakata, Erin Peregrine Antalis

8. Antecedents, Marketing Capabilities Contingencies and Performance Consequences of Innovative Imitation Orientation: A Resource Orchestration Perspective
Carlos M. P. Sousa, Yu Li, Xinming He

Part V. International Customer Behavior

9. Comparative Thick Description: Articulating Similarities and Differences in Local Beer Consumption Experience
Jean-Claude Usunier

10. Face Concerns and Purchase Intentions: A Cross-Cultural Perspective
Sha Zhang, Jenny Doorn, Peter S. H. Leeflang

Part VI. Targeting and Withdrawing From Foreign Markets

11. The VCW-Value Creation Wheel: A Framework for Market Selection and Global Growth
Luís Filipe Lages, Vânia Fonseca, Miguel Paulino

12. Market Withdrawal, International Orientation and International Marketing: Effects on SME Performance in Foreign Markets
Panagiota Sapouna, Pavlos Dimitratos, Jorma Larimo, Antonella Zucchella

Part VII. Strategic Issues in International Marketing

13. Integration Mechanisms as Enablers of International Standardized Strategies
Gregor Pfajfar, Aviv Shoham, Maja Makovec Brenčič, Vesna Virant

14. Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets
Jorma Larimo, Antonella Zucchella, Minnie Kontkanen, Birgit Hagen

15. Global Sourcing Strategy: An Evolution in Global Production and Sourcing Rationalization
Masaaki Kotabe, Janet Y. Murray

Part VIII. International Buyer-Seller Relationships

16. Foreignness in Export and Import Social Relationships: The Liability of Psychic Distance
Irena Vida, Claude Obadia

17. International Franchising Relationships
Matthew J. Robson, Vita Kadile, Kathryn Watson, L. Jeremy Clegg

Part IX. Special Issues in International Marketing

18. Intercultural Service Encounters (ICSEs): Challenges and Opportunities for International Services Marketers
Piyush Sharma, Jackie L. M. Tam, Namwoon Kim, Wu Zhan, Yong Su

19. Ethics, Sustainability, and Culture: A Review and Directions for Research
Constantinos N. Leonidou, Dionysis Skarmeas, Charalampos Saridakis

Keywords: Business and Management, Marketing, International Business, Entrepreneurship

Editor
 
 
 
Publisher
Springer
Publication year
2018
Language
en
Edition
1
Category
Economy
Format
Ebook
eISBN (PDF)
9783319613857
Printed ISBN
978-3-319-61384-0

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