Description
Book SynopsisThe global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. This volume of Advances in International Marketing is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets. The papers presented report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs'' international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research.
Table of ContentsList of Contributors. International Marketing and Emerging Markets: An Introduction to the AIM Volume 21. Awakening dragons: an exploration of the internationalisation of Chinese SMEs from the electronics sector. Innovation Platforms for Emerging Consumers: Spinning the Wheel of Retailing in Latin America. Fuelling India's Retail Boom – What Should Be the Right Policy?. Fashion retailing in China: An examination of its development and issues. Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China. The impact of brand credibility and brand personality on purchase intention: An empirical study in China. Hallmarks in the development of marketing: Chinese managers' market orientation and ability to deliver service quality. Examining the determinants of interfunctional coordination and export performance: An investigation of Brazilian exporters. Differences between high- and low-performing exporting firms in a developing country. Predicting and explaining complaint intention and behaviour of Malaysian consumers: an application of the planned behaviour theory. A comparative study of location choice for overseas R&D investment of TNCs: An empirical study of the United States and Japan based on panel data. Cross-cultural communication: East vs. West. International Marketing. Advances in international marketing. Advances in international marketing. Copyright page.
