The SAGE Handbook of International Marketing

by Masaaki Kotabe

• ISBN13: 9781412934282
• ISBN10: 1412934281
• Format: Hardcover
• Copyright: 2009-01-30
• Publisher: SAGE Publications Ltd

Summary

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area.In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

Author Biography

Massaki "Mike" Kotabe holds the Washburn Chair Professorship in International Business and Marketing, and is Director of Research at the Institute of Global Management Studies at the Fox School of Business and Management at Temple University. Kristiaan Helsen is an Associate Professor of Marketing at the Hong Kong University of Science and Technology (HKUST).

Table of Contents

About the Contributors	p. viii
Preface	p. xvii
Overview	p. 1
Theoretical Paradigms, Issues, and Debates	p. 3
Changing Market Environments	p. 13
The Ancient Road: An Overview of Globalization	p. 15
The Changing Global Political and Institutional Environment	p. 36
Marketing and the Global Legal Environment	p. 55
Consumer Behavior Research	p. 71
Consumer Cognition Across Cultures	p. 73
Nation Equity: Country-of-Origin Effects and Globalization	p. 91
Researching International Markets: Philosophical and Methodological Issues	p. 114
Changing Market Environments	p. 163
Research into Exporting: Theoretical, Methodological, and Empirical Insights	p. 165
International Franchising and Licensing	p. 183
Joint Ventures and Alliances	p. 198
Establishment Mode Choice: Acquisition versus. Greenfield Entry	p. 218
Exit Strategies	p. 238
Global Strategy	p. 261
Global Competitive Marketing Strategy	p. 263
Global Sourcing Strategy	p. 288
Uniformity versus Conformity: The Standardization Issue in International Marketing Strategy	p. 303
Developing Marketing Strategy	p. 323
International Diffusion of New Products	p. 325
Global Branding	p. 346
Pricing in the Global MarketPlace	p. 361
Global Communications	p. 374
Global Channels of Distribution	p. 398
Global Trends in Grocery Retailing	p. 413
International Saleforce Management	p. 429
Emerging Issues in Global Marketing	p. 449
The Internet and International Marketing	p. 451
Organizational Heritage, Institutional Changes and Strategic Responses of Firms from Emerging Economics	p. 468
Small Multinational Enterprises under Globalization	p. 490
Ethics and Corporate Social Responsibility for Marketing in the Global Marketplace	p. 504
Index	p. 532
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