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Handbook of Research in International Marketing, Second Edition

Edited by Subhash C. Jain, University of Connecticut and David A. Griffith, Professor of Marketing and Chair, Department of Marketing, Lehigh University, US
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.
Extent: 432 pp
Hardback Price: $239.00 Web: $215.10
Publication Date: 2012
ISBN: 978 1 84980 302 1
Availability: In Stock
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  • Business and Management
  • International Business
  • Marketing
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.
Contributors: Y. Bao, E. Berger, S.T. Cavusgil, C.S. Craig, S.P. Douglas, A. el Banna, J. Evans, F. Fastoso, E. Gencturk, D.A. Griffith, S.C. Jain, J.K. Johansson, D. Kandemir, L.C. Leonidou, P. Magnusson, P. Matthyssens, S.A. Murphy, C.C. Nakata, N. Papadopoulos, P. Pauwels, J.I. Rojas-Méndez, E. Ruzo, S. Samiee, R. Sarathy, J.T. Simpson, C.M.P. Sousa, R. Varadarajan, S.A. Westjohn, J. Whitelock, S. Xu, G. Yalcinkaya, A. Yaprak, C. Yeo, S. Zhang
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 José I. Rojas-Méndez

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