International Marketing in Fast Changing Environment: 24 (Advances in International Marketing, 24) - Hardcover

 
9781781908969: International Marketing in Fast Changing Environment: 24 (Advances in International Marketing, 24)
Hardcover
ISBN 10: 1781908966 ISBN 13: 9781781908969
Publisher: Emerald Group Publishing Limited, 2013

Synopsis

Volume 24 of Advances in International Marketing, guest-edited by Professors Jean, Chiou and Zou, considers the impact of major trends in external and internal environments of the firm on international marketing. Major themes include: emerging market firms? innovation, technology-enabled marketing innovation, global account management, knowledge sharing in international alliances, internationalization of small and entrepreneurial firms, export marketing channels, global companies and issues of national culture on consumers? Evaluation of MNEs performance and teaching international marketing to students. Papers in part one focus on innovation from emerging markets, including the impact of technological innovation on management innovation in terms of global account management in emerging markets firms and the impact of context on international strategic alliance knowledge transfer and innovation. Part two combines studies with a small- and medium-sized firm perspective and a focus on entrepreneurship. Part 3 looks at export marketing issues, such as sales subsidiaries, foreign channel selection and dependence on export channel co-ordination. Part 4 is devoted to globalization and culture issues, including the dimensions of a global company and the impact of pervasion of national culture on consumers? Evaluation of MNEs performance. Part 5 deals with the effectiveness of alternative teaching methods of international marketing.

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About the Author

Jean B - National Chengchi University, Taiwan Chiou J.S. - National Chengchi University, Taiwan

"About this title" may belong to another edition of this title.

Publisher
Emerald Group Publishing Limited
Publication date
2013
Language
English
ISBN 10 
1781908966
ISBN 13 
9781781908969
Binding
Hardcover
Number of pages
350
Editor
Jean Bryan, Chiou Jyh-Shen, Zou Shaoming