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International Marketing in the Fast Changing World (Hardcover)

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Business, economics, and marketing scholars from North America, Europe, Asia, and Brazil contribute 12 essays drawn from the Consortium for International Marketing Research meeting in Vienna, Austria, in May 2015, on international marketing in a changing world. They explore the internationalization process of firms, including the Uppsala model in the context of new ventures, internationalization through e-commerce and luxury retailers in the fashion industry, internationalization strategies and industry structure, and the internationalization of small and medium-sized manufacturers in the Italian fashion industry. The second half looks at issues in international marketing strategy, organizational learning, risk, and performance, including the influence of export-pricing strategies on export performance, inter-firm collaboration and organizational performance, the effect of risk on international marketing performance, the impact of marketing capabilities on the performance of foreign subsidiaries, the relationship between strategic change and firm performance and the role of organizational learning and strategic flexibility, key drivers of supplier country image, US consumers' quality perception of Asian brands, and global brand attitudes and purchase intentions and the influence of perceived value and consumer affinity. Distributed in North America by Turpin Distribution. Annotation ©2016 Ringgold, Inc., Portland, OR (protoview.com)
Number of Pages: 288.0
Genre: Business + Money Management
Sub-Genre: Marketing / Research, Marketing / General, International / Marketing
Series Title: Advances in International Marketing
Format: Hardcover
Publisher: Emerald Group Pub Ltd
Language: English
Street Date: November 5, 2015
TCIN: 50113701
UPC: 9781785602337
Item Number (DPCI): 248-00-8023

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