Handbook of Research in International Marketing

摘要: Contents: Preface PART I: GLOBAL BRANDING ISSUES 1. The Limits of Global Branding: Emerging Market Challenge Susan P. Douglas and C. Samuel Craig 2. Promises Branding Johny K. Johansson 3. Relevance Rigor in International Marketing Research: Developments Product Brand Origin Line Inquiry Saeed Samiee Leonidas Leonidou 4. Promoting Products from Developing Country: Roles Name Spokesperson Yeqing Bao, Shi Zhang James T. Simpson II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY 5. Conjectures on Innovation Drivers an Market: India Rajan Varadarajan 6. Internationalization Revisited: Progression through Institutionalization, Exploitative Exploratory Learning Pieter Pauwels Paul Matthyssens 7. Resource Advantage Theory as a Foundation for Advancing Scholarship Strategy David A. Griffith ChangSeob Yeo 8. Advertising Strategy: Some Thoughts Subjectivity Decision-making the Standardization Decision Jeryl Whitelock Fernando Fastoso 9. Construct InternationalMarketing: Earlier Conceptualization Suggestions Further Development Attila Yaprak, Shichun Xu S. Tamer Cavusgil 10. Subsidiary Implementation (SMSI): Missing Link Research Esra Gencturk Destan Kandemir III: CULTURAL IN 11. Managerial Determinants Export Performance: Direct Moderating Effects Carlos M.P. Sousa Emilio Ruzo 12. Role Psychic Distance Jody Evans 13. Understanding Culture Online Social Networks Communities Goksel Yalcinkaya 14. Is there Country Theory? Peter Magnusson Stanford Westjohn 15. Consumer 16. Place 'Place' Nicolas Papadopoulos, Alia el Banna, Steven Murphy Jose I. Rojas-Mendez IV: HARNESSING THE BOP MARKET 17. Adaptation Bottom Pyramid Ravi Sarathy 18. Innovations Base Pyramid: A Case-Based Conceptual Framework Cheryl Nakata Estelle Berger 19. Practice Subhash Jain