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Full Description
International marketing is a core disciplinary area within the broader international business field. Over the last 25 years, significant research attention has been devoted to addressing managerially relevant and theoretically important research questions pertaining to country entry modes and choices, international branding decisions, establishing, developing, and managing cross-border seller-buyer relationships, and other international marketing strategy issues. This book features key international marketing contributions to the international business literature.
Our focus in this book is on ten highly cited articles from the Journal of International Business Studies that address important topics in international marketing. In addition to the original contributions, the book offers an up to date view of the field following each of the articles, including reflections and assessments of how each article has impacted our understanding of the subject today. Contributors highlight major advances since the time of writing as well as current questions arising from the current international business world. The collection is complemented by two recently published articles tackling new frontiers of the field of international business. Commentaries on these two recent contributions are provided by leading marketing and international business scholars.
In sum, this collection provides readers with a careful selection of highly influential and timely works from the international marketing literature that will continue to greatly contribute to the international business discipline. With the addition of interesting post-script reflections, it also places emphasis on future research directions from the authors and leading scholars in the field.
Contents
Chapter 1: Introduction.- Part A: From Exporter to the Born-Global Firm.-Chapter 2: Innovation, organizational capabilities, and the born-global firm.- Chapter 3: The export development process: an intergrative review of empirical models.- Part B: International Buyer-Seller Relationships and Partnerships.- Chapter 4: Trust and performance in cross-border marketing partnerships: A behavioral approach.- Part C: Brands and Branding in International Marketing.- Chapter 5: How perceived brand globalness creates brand value:- Chapter 6: Brand origin recognition accuracy: its antecedents and consumers' cognitive limitations.- Part D: The Consumer in International Marketing.- Chapter 7: Cosmopolitan consumers as a target group for segmentation.- Chapter 8: Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods.- Part E: New Frontiers in International Marketing.- Chapter 9: Chief marketing officers' discretion and firms' internationalization: An empirical investigation.- Chapter 10: Sharing economy: International marketing strategies.
