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基本説明
New in paperback. Hardcover was published in 2003. Part one offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts two through five cover foreign market entry modes, strategy and cross cultural issues. Part five and six discuss global electronic commerce as well as diffusion models, country equity and global scorecards.
Full Description
Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field. The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others are less concerned with testing existing theory than with generating new insights. Still others provide results that are significant for managers. Many of the contributors are drawn to problems broad in scope and offer insights that are of considerable value for advancing the state of the art.
Part I offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts II through IV cover foreign market entry modes, strategy, and cross cultural issues. Parts V and VI discuss global electronic commerce as well as diffusion models, country equity, and global scorecards.
A timely and innovative volume, Handbook of Research in International Marketing is a must read for anyone interested in marketing research or international business.
Contents
Contents:
Part I: Introduction
1. Masaaki Kotabe, 'State-of-the-Art Review of Research International Marketing Management'
2. G. Thomas, M. Hult and Destan Kandemir,'Market Orientation, Learning Orientation, and Innovativeness in the Global Marketplace: Moderating Roles of Organizational Memory and Market Turbulence'
3. Pieter Pauwels and Paul Matthyssens, 'The Dynamics of International Market Withdrawal'
4. M. Krishna Erramilli, 'Regionalization of Multinationals: Implications for Research in International Marketing'
PartII: Entry Strategy
5. David B. Montgomery and Allen M. Weiss, 'Managerial Preferences for Strategic Alliance Attributes: Some Global Contrasts'
6. Shaoming Zou, Charles R. Taylor and S. Tamer Cavusgil, 'The Political Economy Explanation of International Market Entry Mode Choice: An Exploratory Study'
7. F. Esra Gençtürk, 'Foreign Market Entry Modes: A Sequentially Embedded Decision Approach'
Part III: Cross-Cultural Research Issues
8. Attila Yaprak, 'Measurement Problems in Cross-National Consumer Research: The State-of-the-Art and Future Research Directions'
9. Nancy R. Buchan, 'Experimental Economic Approaches to International Marketing Research'
10.Cheryl C. Nakata, 'Culture Theory in International Marketing: An Ontological and Epistemological Examination'
11.Shi Zhang, Bernd H. Schmitt and Hillary Haley, 'Language and Culture: Linguistic Effects on Consumer Behavior in International Marketing Research'
Part IV: Marketing Strategy
12. Preet S. Aulakh, 'International Product Strategies: An Integrative Framework'
13.Susan P. Douglas and C. Samuel Craig, 'Dynamics of International Brand Architecture: Overview and Directions for Future Research'
14. Johny K. Johansson and Ilkka A. Ronkainen, 'Global Brands: Does Familiarity Breed Contempt?'
15.John K. Ryans, Jr. and David A. Griffith, 'International Advertising Research: Standardization/Adaptation and the Future'
Part V: Global Electronic Commerce
16. P. Rajan Varadarajan and Manjit S. Yadav, 'Competitive Strategy in a Global Electronic Marketplace: Extant Strategy Perspectives Revisited'
17.Saeed Samiee, 'Roles and Consequences of Electronic Commerce in Global Marketing'
18. Ravi Sarathy, 'Privacy Protection and Global Marketing: Balancing Consumer and Corporate Interests'
Part VI: Special Topics
19. V. Kumar, 'Global Diffusion Models: Back to the Future'
20. Nicolas Papadopoulos and Louise A. Heslop, 'Country Equity and Product-Country Images: State-of-the-Art in Research and Implications'
21. Camille P. Schuster, 'Introduction to a Global Scorecard: Industry Practice and International Implications'
22. Robert L. Engle, 'The Development and Use of a Global Marketing and Sales Scorecard'
23. Narasimhan Srinivasan and Subhash C. Jain, 'Country of Origin Effect: Synthesis and Future Direction'
Index
