New Challenges to International Marketing

Tamer Cavusgil|Rudolf R. Sinkovics|Pervez N. Ghauri

Emerald

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Hardback

9781848554689

20 February 2009

$204.99

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9781848554696

20 February 2009

$200.99

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Description
Contents

Volume 20 of "Advances in International Marketing" guest-edited by Professors Sinkovics and Ghauri, addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, outsourcing and offshoring, and reliability and validity issues for construct measurement. The volume is organized in four part. Part one presents a selection of papers that focus on the internationalization process of the firm. Part two combines studies with a small firm perspective and a focus on entrepreneurship. In the Part 3 on collaborative relationships, three studies examine value creation in strategic alliances, investigate reasons for international joint venture dissolution and offer a conceptual contribution on diversification - whether diversification results in a firm's value premium or a firm's value discount. Part 4 is devoted to methodological advancements. This section provides excellent examples of methodological challenges faced by today's scholars and managers alike.

List of Contributors. Introduction. The propensity to continue internationalization: A study of entrepreneurial decision-making in Australian service firms. Factors influencing the internationalisation process of UK firms in Asia. Tourism as a leverage of internationalization for consumer goods firms: A case study approach. Relationships between the dimensions of international growth orientation, environmental turbulence, and strategic orientations. Internationalisation and technological innovation: Empirical evidence on their mutual relationship. The role of innovative and entrepreneurial behavior in internationalization processes. Brand image perceptions across cultures: a study of symbolic and functional associations. Do firms create value through international strategic alliances?. What causes break-ups? Factors driving the dissolution of marketing-oriented international joint ventures. Geographic market diversification: A premium or discount in firm's value. The use of partial least squares path modeling in international marketing. Advancing the understanding of construct validity and cross-national comparability: illustrated by a five-country study of corporate export information usage. The dynamics of technological readiness in marketing units: Why cross-cultural examination is necessary. Methodological rigor of ordinary least squares regression studies in mainstream marketing: An assessment of research reported in the Journal of Marketing. Part I Internationalization. Part II Entrepreneurship and Functional Advancements. Part III Collaborative Relationships. Part IV Methodological Advances. Advances in international marketing. New Challenges to International Marketing. Copyright page.