Table of Contents

Contents:

Preface

PART I: GLOBAL BRANDING ISSUES
1. The Limits of Global Branding: The Emerging Market Challenge
Susan P. Douglas and C. Samuel Craig

2. The Promises of Global Branding: Market Shares in Major Countries 2000–2009
Johny K. Johansson

3. Promoting Products from Developing Countries: Roles of Brand Name and Spokesperson
Yeqing Bao, Shi Zhang and James T. Simpson

4. Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of Inquiry
Saeed Samiee and Leonidas C. Leonidou

5. Place Brands and Brand-place Associations: The Role of ‘Place’ in International Marketing
Nicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-Méndez

PART II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY
6. Conjectures on Innovation Drivers in an Emerging Market: India
Rajan Varadarajan

7. The Internationalization Process Revisited: Institutionalization, Exploitation and Exploration
Pieter Pauwels and Paul Matthyssens

8. Resource-Advantage Theory: Insights for Global Marketing Strategy Research
David A. Griffith and ChangSeob Yeo

9. International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardization Decision
Jeryl Whitelock and Fernando Fastoso

10. The Standardization Construct in International Marketing: Earlier Conceptualization and Suggestions for Further Development
Attila Yaprak, Shichun Xu and S. Tamer Cavusgil

11. Subsidiary Marketing Strategy Implementation (SMSI): The Missing Link of International Marketing Strategy Research
Esra Gencturk and Destan Kandemir

PART III: CULTURAL ISSUES IN INTERNATIONAL MARKETING RESEARCH
12. Managerial Determinants of Export Performance: Direct and Moderating Effects
Carlos M.P. Sousa and Emilio Ruzo

13. The Role of Psychic Distance in International Marketing Strategy Implementation
Jody Evans

14. Understanding the Role of Culture in Online Groups
Goksel Yalcinkaya

15. Is There a Country-of-Origin Theory?
Peter Magnusson and Stanford A. Westjohn

16. Theory of the Global Consumer
Stanford A. Westjohn and Peter Magnusson

PART IV: HARNESSING THE BOP MARKET
17. Integrated Strategies for the Base of the Pyramid
Ravi Sarathy

18. New Product Development for the Base of the Pyramid: A Theory- and Case-based Framework
Cheryl C. Nakata and Estelle Berger

19. Bottom of the Pyramid Market: Theory and Practice
Subhash C. Jain

Index

About the Author

Edited by Subhash C. Jain, University of Connecticut and David A. Griffith, Mays Business School, Texas A&M University, US