| Description |
1 online resource (xvi, 284 pages). |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Research Handbooks in Business and Management Series
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Research handbooks in business and management series.
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| Contents |
Front Matter -- Copyright -- Contents -- Contributors -- Foreword -- 1. Introduction to the Handbook on Cross-Cultural Marketing -- PART I CROSS-CULTURAL MARKETING THEMES AND THEORIES -- 2. Cross-cultural marketing insights -- 3. Glocalization: companies' search for the right balance between globalization and localization -- 4. The country image literature: intellectual basis and future research directions -- PART II METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH -- 5. Cross-cultural market and marketing research |
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6. Methodological issues in cross-cultural research: establishing equivalence -- PART III APPLIED CROSS-CULTURAL MARKETING RESEARCH -- 7. Consumers' perceptions and attitudes toward product placements: exploring similarities and differences between Finland and the United States -- 8. Global luxury brands: researching cross-cultural differences in motivations to consume -- 9. Intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions |
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10. Partnerships in cross-cultural marketing and retail internationalization: research propositions -- 11. To the big go the spoils: empirical evidence of the advantages of large players in global and local markets -- 12. Family-owned businesses in the global marketplace: a taxonomy for generational evolution and directions for future research -- 13. The impact of indigenous administrative norms on cross-cultural research: leveraging smartphone platforms to reduce potential bias threats -- PART IV NEW PARADIGMS AND FUTURE RESEARCH -- 14. Marketing research across cultures |
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15. Advances in methods and theory for research in international business negotiations -- 16. Future directions of cross-cultural marketing research -- 17. The future is now -- Index |
| Summary |
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research. |
| Bibliography |
Includes bibliographical references and index. |
| Access |
Concurrent user level: 1 user |
| Subject |
Export marketing.
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Export marketing. |
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International business enterprises.
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International business enterprises. |
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Globalization.
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Globalization. |
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globalism. |
| Genre/Form |
Electronic books.
|
| Added Author |
Brodowsky, Glen H., editor.
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Schuster, Camille Passler, 1950- editor.
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| Other Form: |
Print version: Brodowsky, Glen H. Handbook on Cross-Cultural Marketing. Cheltenham, Gloucestershire : Edward Elgar Publishing Limited, ©2020 9781788978538 |
| ISBN |
1788978544 |
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9781788978545 (electronic book) |
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1788978536 |
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9781788978538 |
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