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Full Description
Discover how European firms operate in the global marketplace
Contemporary Euromarketing examines the strategies of small and medium-sized firms that sell their products and services in international markets, with a special focus on international new ventures (INV) and born globals (BG). Academics and researchers working in Finland, Spain, Denmark, Italy, France, Portugal, and the Czech Republic analyze both outward and inward types of operations, foreign sourcing, and foreign partner selection. The book also addresses international counterfeiting and the impact of culture on advertising related issues.
Contemporary Euromarketing includes results of surveys and interviews with more than 1,000 European companies and case studies of software firms, export circles, and print media to present analytical insights on the internal and external aspect of marketing in the European Union. This unique book examines the vital issues facing European markets and marketing systems in dealing with global economics, including inter- and intra-trade activities, export behavior, marketing strategies and practices, marketing implications of strategic alliances, public sector marketing, comparative marketing systems, buyer-seller interactions, and business customs and practices among European countries.
Topics examined in Contemporary Euromarketing include:
a conceptual growth model with typical starting points, pathways, and outcomes of international growth
whether partner commitment to export cooperation leads to a higher degree of success
differences in international development of INVs and how/why differences are manifested
the relationship between export intensity and different types of performance by structural equation modeling (SEM) analysis
description of the stages of the internationalization process and its link to performance
international sourcing as an entrepreneurial act
the relationship between partner selection and international joint venture (IJV) performance
differences and similarities between magazine advertisements in France and the Czech Republic
the effects of provocative advertising imagery on consumers' attitudes toward product
factors that attract international counterfeiting to the European Union
and much more!
Contemporary Euromarketing is an essential resource for practitioners, academics, and policymakers involved in the European Union's growing role in the global marketplace.
Contents
Preface (Erdener Kaynak)
Introduction (Jorma Larimo)
International Growth of Finnish Software Firms: Starting Points, Pathways, and Outcomes (Ollie Kuivalainen, Jani Lindqvist, Sami Saarenketo, and Toivo Äijö)
What Makes Export Co-Operation Tick? Analyzing the Role of Commitment in Finnish Export Circles (Niina Nummela and Tommi Pukkinen)
Variety in International New VenturesTypological Analysis and Beyond (Johanna Hallbäck and Jorma Larimo)
Profitability of Rapid Internationalization: The Relationship Between Internationalization Intensity and Firms' Export Performance (Olli Kuivalainen and Sanna Sundqvist)
Faster and More Successful Exporters: An Exploratory Study of Born Global Firms from the Resource-Based View (Alex Rialp and Josep Rialp)
Internationalization and Performance: Evidence from Spanish Firms (Oscar Martín Martín and Nicolas Papadopoulos)
International Entrepreneurship and Sourcing: International Value Chain of Small Firms (Per Servais, Antonella Zucchella, and Giada Palamara)
Partner Selection In International Joint Ventures (Jorma Larimo and Sami Rumpunen)
Advertising In Czech And French Magazines (Christian Dianoux, Jana Kettnerová, and Zdenĕk Linhart)
An Investigation of the Effect of Provocative Imagery on Norwegian and Thai Consumers' Attitudes Towards Products: A Cross-Cultural Study (Sunita Prugsamatz, Lars Ofstad, and Michael Allen)
International Counterfeiting in the European Union: A Host Country Approach (J. Freitas Santos and J. Cadima Ribeiro)
Index
Reference Notes Included
