ISBN:
9781788978545
Language:
English
Pages:
1 Online-Ressource (304 Seiten)
Series Statement:
Research handbooks in business and mangement series
Parallel Title:
Erscheint auch als Handbook on cross-cultural marketing
Keywords:
Internationales Marketing
;
Kulturelle Identität
;
Welt
;
Export marketing
;
International business enterprises
;
Globalization
;
Electronic books
;
Handbuch
;
Aufsatzsammlung
Abstract:
Contents: Foreword / Jean-Claude Usunier -- 1 Introduction to the handbook on cross-cultural marketing / Glen H. Brodowsky -- Part I: Cross-cultural marketing themes and theories -- 2 cross-cultural marketing insights / Camille P. Schuster -- 3 glocalization: Companies' search for the right balance between globalization and localization / Svend Hollensen -- 4 the country image literature: Intellectual basis and future research directions / Saeed Samiee and Brian R. Chabowski -- Part II: Methodological challenges of cross-cultural marketing research -- 5 cross-cultural market and marketing research / Michael R. Czinkota and Camille P. Schuster -- 6 methodological issues in cross-cultural research: Establishing equivalence / V. Kumar -- Part III: Applied cross-cultural marketing research -- 7 consumers' perceptions and attitudes toward product placements: Exploring similarities and differences between Finland and the United States / Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemant Patwardhan -- 8 global luxury brands: Researching cross-cultural differences in motivations to consume / Annie Peng Cui, Christopher A. Nelson and Alexis Yim -- 9 intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions / Kelly Hewett and Helena F. Allman -- 10 partnerships in cross-cultural marketing and retail internationalization: Research propositions / Fatima Wang and Pervez Ghauri -- 11 to the big go the spoils: Empirical evidence of the advantages of large players in global and local markets / Maxwell Winchester and Tiffany Winchester -- 12 family-owned businesses in the global marketplace: A taxonomy for generational evolution and directions for future research / Phil Harris and Ozlem Ozdemir -- 13 the impact of indigenous administrative norms on cross-cultural research: Leveraging smartphone platforms to reduce potential bias threats / Eric S. Rhodes -- Part IV: New paradigms and future research -- 14 marketing research across cultures / Fons Trompenaars and Peter Woolliams -- 15 advances in methods and theory for research in international business negotiations / John L. Graham -- 16 future directions of cross-cultural marketing research / Jagdish N. Sheth and Atul Parvatiyar -- 17 the future is now / Glen H. Brodowsky -- Index.
Abstract:
"Disillusionment with globalization, along with a rise in nationalist sentiment, may lead one to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined - only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field's foremost experts"--
Note:
Includes bibliographical references and index
DOI:
10.4337/9781788978545
URL:
Deutschlandweit zugänglich
URL:
Deutschlandweit zugänglich
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