Key Developments in International Marketing Influential Contributions and Future Avenues for Research
International marketing (IM) is a core disciplinary area within the broader international business (IB) field. This book revisits 7 highly cited articles from the Journal of International Business Studies that address important topics in IM such as country entry modes and choices, international bran...
| Other Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
Cham
Palgrave Macmillan
2024, 2024
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| Edition: | 1st ed. 2024 |
| Series: | JIBS Special Collections
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| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of 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