Advances in Global Marketing A Research Anthology /

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Leonidou, Leonidas C. (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Katsikeas, Constantine S. (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Samiee, Saeed (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Aykol, Bilge (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2018.
• Έκδοση: 1st ed. 2018.
• Θέματα: Marketing.; International business enterprises.; Entrepreneurship.; International Business.

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, i...

Πίνακας περιεχομένων:

• 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.