Emerging Issues in Global Marketing

Part I. Introduction

1. The Changing Nature of Global Marketing: A New Perspective
James Agarwal, Terry Wu

Part II. Emerging Trends in Global Markets

2. A Thematic Exploration of the Changing Trends in Political Risk and Global Marketing Scholarship in the Last Three Decades (1986–2015): Implications and Future Research
James Agarwal, Tatiana Vaschilko, Elena Loukoianova

3. Does Country or Culture Matter in Global Marketing? An Empirical Investigation of Service Quality and Satisfaction Model with Moderators in Three Countries
Naresh K. Malhotra, James Agarwal, G. Shainesh

4. Cross-Border E-Commerce: A New Driver of Global Trade
Yanbin Tu, Joe Z. Shangguan

Part III. Global Marketing Strategies

5. Standardized Global Brand Management Using C-D Maps
Charan K. Bagga, Niraj Dawar

6. Social Network Brand Visibility (SNBV): Conceptualization and Empirical Evidence
Aijaz A. Shaikh, Richard Glavee-Geo, Adina-Gabriela Tudor, Chen Zheng, Heikki Karjaluoto

7. Reconfiguring the Marketing Mix to Counter the Counterfeits in the Global Arena
Karminder Ghuman, Hemant Merchant

8. Bridging Institutional Distance: An Emerging Market Entry Strategy for Multinational Enterprises
Ogechi Adeola, Nathaniel Boso, James Adeniji

9. E-Commerce in Emerging Economies: A Multi-theoretical and Multilevel Framework and Global Firm Strategies
James Agarwal, Terry Wu

Part IV. Global CSR, Sustainability, and Macromarketing Issues

10. CSR-Driven Entrepreneurial Internationalization: Evidence of Firm-Specific Advantages in International Performance of SMEs
Maria Uzhegova, Lasse Torkkeli, Hanna Salojärvi, Sami Saarenketo

11. Case Study of Corporate Social Responsibility in Japanese Pharmaceutical Companies: A Comparison with Western Firms
Terry Wu, Yuko Kimura

12. How Do Western Luxury Consumers Relate with Virtual Rarity and Sustainable Consumption?
Anne-Flore Maman Larraufie, Lucy Sze-Hang Lui

13. Putting African Country Development into Macromarketing Perspective
Mark Peterson, Saman Zehra

Keywords: Business and Management, Marketing, Business Information Systems, Emerging Markets/Globalization