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Advances in Global Marketing = A Research Anthology /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Advances in Global Marketing/ edited by Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee, Bilge Aykol.
Reminder of title:	A Research Anthology /
other author:	Leonidou, Leonidas C.
Description:	XIX, 517 p. 30 illus., 8 illus. in color.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-319-61385-7
ISBN:	9783319613857

Advances in Global Marketing = A Research Anthology /
Advances in Global MarketingA Research Anthology /[electronic resource] :edited by Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee, Bilge Aykol. - 1st ed. 2018. - XIX, 517 p. 30 illus., 8 illus. in color.online resource.

International marketing research: A state-of-the-art review and the way forward.- Lean start-up’ practices: Initial internationalization and evolving business models -- Reverse internationalization: A review and suggestions for future research -- The roles of INVs and their agents in the organization of marketing tasks -- Home country institutional agents (HCIAs) as boundary spanners supporting SME internationalization -- Exploring informal and formal learning activities as enablers of learning-by-exporting in small and medium sized firms -- Strengthening innovation for greater exporting: A strategic path for developing country firms -- Antecedents, marketing capabilities contingencies and performance consequences of innovative imitation orientation: A resource orchestration perspective -- Comparative Thick Descripti on: Articulating similarities and differences in local beer consumption experience -- Face concerns and purchase intentions: A cross-cultural perspective -- The VCW-Value Creation Wheel: A framework for market selection and global growth -- Market withdrawal, international orientation and international marketing: Effects on SME performance in foreign markets -- Ethics, sustainability, and culture: A review and directions for research.

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business. .

ISBN: 9783319613857

Standard No.: 10.1007/978-3-319-61385-7doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Advances in Global Marketing = A Research Anthology /
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