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Summarize the major challenges of International Marketing. What would you do to gain a marketing advantage in the global arena?Write in 2 pages.I will provide you the articleCopyright 2013. Emerald Group Publishing Limited.
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ADVANCES IN INTERNATIONAL MARKETING
VOLUME 24
INTERNATIONAL
MARKETING IN
RAPIDLY CHANGING
ENVIRONMENTS
EDITED BY
RUEY-JER ‘‘BRYAN’’ JEAN
National Chengchi University, Taiwan
JYH-SHEN CHIOU
National Chengchi University, Taiwan
SHAOMING ZOU
University of Missouri, USA
United Kingdom – North America – Japan
India – Malaysia – China
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AN: 605080 ; Zou, Shaoming, Chiou, Jyh-Shen, Jean, Ruey-Jer Bryan.; International Marketing in Fast Changing Environment
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ISBN: 978-1-78190-896-9
ISSN: 1474-7979 (Series)
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CONTENTS
LIST OF CONTRIBUTORS
ix
ABOUT THE CONTRIBUTORS
xi
MARKETING INNOVATION IN AND FROM
EMERGING MARKETS: AN INTRODUCTION
xxi
SECTION I: MARKETING INNOVATION FROM
EMERGING MARKETS
ENHANCING MARKET RESPONSIVENESS
THROUGH KNOWLEDGE TRANSFER
AND KNOWLEDGE CODIFICATION:
EVIDENCE FROM FOREIGN SUBSIDIARIES
IN CHINA
Ruby P. Lee, Xinlin Tang and Xitong Guo
3
AN EXPLORATIVE STUDY ON THE IMPACT
OF IT CAPABILITIES ON INTERNATIONAL
KEY ACCOUNT MANAGEMENT
CAPABILITIES AND FIRM PERFORMANCE
IN INTERNATIONAL CUSTOMER–SUPPLIER
RELATIONSHIPS
Ruey-Jer ‘‘Bryan’’ Jean
25
THE IMPACTS OF INSTITUTIONAL DIFFERENCES
ON LEARNING IN INTERNATIONAL STRATEGIC
ALLIANCES
Mia Hsiao-Wen Ho and Pervez N. Ghauri
43
v
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vi
CONTENTS
SECTION II: ENTREPRENEURSHIP AND
SMES EXPORTERS
EXAMINING THE RELATIONSHIP BETWEEN
MARKET ORIENTATION AND EXPORT
PERFORMANCE: THE MODERATING ROLE
OF COMPETITIVE INTENSITY
Jorge F. B. Lengler, Carlos M. P. Sousa and
Catarina Marques
ADOPTING NEURAL NET METHODOLOGY FOR
LITERATURE MAPPING AND THE GENERATION OF
RESEARCH IDEAS: AN EXAMPLE AT THE
INTERFACE OF ENTREPRENEURSHIP, ICT, AND
ECONOMIC DEVELOPMENT
Noemi Sinkovics
75
103
SECTION III: EXPORT MARKETING CHANNELS
CHANNEL STRATEGIES OF FOREIGN SALES
SUBSIDIARIES: THE CASE OF FIRMS FROM
DEVELOPING COUNTRIES OPERATING IN
DEVELOPED COUNTRIES
Chwo-Ming J. Yu, Hsiao-Wen Lin and Hui-Yun Chiu
EFFECTS OF THE TRANSACTION
CHARACTERISTICS ON THE SIDE OF DEPENDENCE
IN A CONTEXT OF VERTICAL COORDINATION: THE
CASE OF FRESH PRODUCE EXPORTS FROM CHILE
TO EUROPE
Jean-Marie Codron, Magali Aubert, Zouhair Bouhsina,
Alejandra Engler, Iciar Pavez and Pablo Villalobos
127
161
SECTION IV: GLOBALIZATION AND CULTURE
WAVE OF HOME CULTURE AND MNC
PERFORMANCE: THE KOREAN WAVE (HALLYU)
Daekwan Kim, Seoung-Do Cho and Gang Ok Jung
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193
Contents
vii
A RECONCEPTUALIZATION OF THE DEGREE OF
COMPANY GLOBALIZATION
Rudolf R. Sinkovics and Olli Kuivalainen
217
INTERNATIONAL MARKETING AND
EXPERIENTIAL LEARNING: A GOOD FIT FOR
BUSINESS EDUCATION?
Tiger Li and Chiang-nan Chao
245
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LIST OF CONTRIBUTORS
Magali Aubert
INRA Institut National de la Recherche
Agronomique, UMR MOISA,
Montpellier, France
Zouhair Bouhsina
INRA Institut National de la Recherche
Agronomique, UMR MOISA,
Montpellier, France
Chiang-nan Chao
St. John’s University, New York,
NY, USA
Jyh-Shen Chiou
National Chengchi University, Taiwan
Hui-Yun Chiu
National Chengchi University, Taiwan
Seoung-Do Cho
Chonnam National University, Korea
Jean-Marie Codron
INRA Institut National de la Recherche
Agronomique, UMR MOISA,
Montpellier, France
Alejandra Engler
Universidad de Talca, Chile
Pervez N. Ghauri
King’s College London, UK
Xitong Guo
Harbin Institute of Technology, China
Mia Hsiao-Wen Ho
Yuan Ze University, Taiwan
Ruey-Jer ‘‘Bryan’’ Jean
National Chengchi University, Taiwan
Gang Ok Jung
Hannam University, Korea
Daekwan Kim
Florida State University, Tallahassee,
FL, USA
Olli Kuivalainen
Lappeenranta University of Technology,
Finland
Ruby P. Lee
Florida State University, Tallahassee,
FL, USA
ix
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x
LIST OF CONTRIBUTORS
Jorge F. B. Lengler
ISCTE-IUL Business School, Portugal
Tiger Li
Florida International University, Miami,
FL, USA
Hsiao-Wen Lin
National Chengchi University, Taiwan
Catarina Marques
ISCTE-IUL Business School, Portugal
Iciar Pavez
INRA Institut National de la Recherche
Agronomique, UMR MOISA,
Montpellier, France
Noemi Sinkovics
Manchester Business School, Manchester,
UK
Rudolf R. Sinkovics
Manchester Business School, Manchester,
UK
Carlos M. P. Sousa
Durham University, Durham, UK
Xinlin Tang
Florida State University, Tallahassee,
FL, USA
Pablo Villalobos
Universidad de Talca, Chile
Chwo-Ming J. Yu
National Chengchi University, Taiwan
Shaoming Zou
University of Missouri, Columbia,
MO, USA
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ABOUT THE CONTRIBUTORS
Magali Aubert is an engineer in statistics and econometrics at the French
National Institute of Agronomic Research, Montpellier, France. Her main
research interests are linked to methodology aspects, and more specifically,
to the analysis of qualitative variables and time series. Her recent research
works include the study of farm dynamics in France, Morocco, and Turkey.
Her work has appeared in Agricultural Economics, Enometrica, AgriBusiness, Economies et Socie´te´s, among others.
Zouhair Bouhsina is a researcher in agricultural economics at the French
National Institute of Agronomic Research, Montpellier, France. His main
research interests include New Institutional Economics applied to food
pesticide safety issues and fresh produce chain organization in countries such
as France, Morocco, Turkey, and Chile. His work has appeared in Development Policy Review, Small Business Economics, Economies et Socie´te´s, among
others.
Chiang-nan Chao is a professor of management in Department of Management, Tobin College of Business, St. John’s University, New York. He
received his Ph.D. in operations/logistics from Arizona State University. His
work has appeared in Journal of World Business, Journal of Supply Chain
Management, Journal of Strategic Marketing, Journal of Education for
Business, Journal of Teaching in International Business, and other journals.
Jyh-Shen Chiou is a professor in marketing at National Chengchi
University, Taiwan. He received his Ph.D. from Michigan State University.
His research focuses on service marketing and e-commerce. His work has
been in journals such as Journal of the Academy of Marketing Science,
Journal of Interactive Marketing, European Journal of Marketing, Psychology, Marketing, Journal of Business Research, Journal of Global Marketing,
and other journals.
Hui-Yun Chiu is a doctoral candidate at the Department of Business
Administration, College of Commerce, National Chengchi University,
Taiwan. Her research interests include entry strategies, networking strategies
of Chinese firms, and export marketing of SMEs.
xi
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xii
ABOUT THE CONTRIBUTORS
Seoung-Do Cho is a professor of marketing at Chonnam National
University in Korea. His research interests include B2B marketing, international marketing and brand management, and services marketing. He
has previously published articles in outlets such as Industrial Marketing
Management, Journal of Business and Policy Research, and other journals.
Jean-Marie Codron is a director of research at the French National Institute
for Agronomic Research, in the Department of Economics and Social
Sciences and has served as deputy director of MOISA (Markets, Organizations, Institutions and Actors’ strategies), a public joint research laboratory
of about 100 professors, researchers and Ph.D. students, involved in social
sciences (economics, management and socio-anthropology) (2004–2008). He
graduated from the ‘‘Ecole Polytechnique’’ in Paris in 1972 and then from
ENGREF in 1975. He received his Ph.D. in agricultural economics at the
University of Montpellier in 1979. He benefited from a two-year sabbatical
leave at Michigan State University in the Department of Agricultural
Economics (1996–1998). His interest focuses on three main lines of research:
economics of contracts, economics of the firm, and economics of market
institutions with applications to ‘‘complex’’ food sectors (in particular the
fresh produce sector), where product quality is difficult to measure and/or to
signal to the consumer. He is an expert of the French and global fresh
produce industry and has dedicated a great part of his recent research to the
safety management issues in fresh produce chains and to contractual
relationships between exporters and importers of fresh produce. His work
has been published in journals such as International Journal of Retail and
Distribution Management, Food Policy, Agriculture and Human Values,
Development Policy Review, International Journal of Agricultural Resources,
Governance and Ecology, International Food and Agribusiness Management
Review, Agribusiness an International Journal, Journal of Chain and Network
Science, Journal of Food Distribution Research, Terrains et Travaux,
Economie et Socie´te´s, Economie Rurale, Revue Franc- aise du Marketing. He
is an associate professor at Montpellier Supagro and teaches the New
Institutional Economics course (background and application to the food
sector).
Alejandra Engler is a commercial engineer from the Universidad de
Concepción, Chile, she holds a Ph.D. in agricultural economics from the
University of Colorado, USA. She is currently working as a professor
researcher in the Department of Agricultural Economics, Faculty of
Agricultural Sciences at the Universidad de Talca. Her research interests
focus on agricultural risk management, price analysis and safety, and food
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About the Contributors
xiii
quality. Previously, she worked as a researcher in agricultural economics and
farm management at the Institute of Agricultural Research (INIA), Chile.
Pervez N. Ghauri completed his Ph.D. at Uppsala University in Sweden
(specializing in marketing and international business) where he also taught
for several years. He has also worked in Norwegian School of Management,
Norway (as an associate dean) and University of Groningen, Netherlands as
a professor and a dean for the Faculty of Management. At present he is a
professor of international business at King’s College London, UK. He is a
fellow of European International Business Academy (EIBA) and has served
as the vice president for Academy of International Business (AIB) during
the period 2008–2010. Recently, he was awarded an honorary doctorate by
Turku School of Economics and Management, Finland. He has published
25 books and numerous articles in journals such as: Journal of International
Business Studies, British Journal of Management, Journal of Business
Research, Journal of World Business, International Marketing Review, and
Industrial Marketing Management. He consults and offers training programs
to a number of organizations such as: BP, Airbus Industries, Philips, and
Ericsson. He is an editor in chief for International Business Review and an
editor (Europe) for the Journal of World Business.
Xitong Guo is a professor of information systems at the Harbin Institute of
Technology. He received his Ph.D. in information systems at the City
University of Hong Kong and Ph.D. in management science and engineering
at the University of Science and Technology of China. His current research
focuses on IT-enabled knowledge management and innovation, collaborative process management, social computing, and e-Health. His work has been
published in referred journals, including Journal of Management Information
Systems, Decisions Support Systems, Electronic Commerce with Research and
Applications, Electronic Markets, among others. He has been invited to
attend the 4th Lindau Nobel Laureate Meetings, 2011.
Mia Hsiao-Wen Ho is an assistant professor of international business at
Yuan Ze University, Taiwan. She teaches in the areas of international
business, technology management, strategic management, and organizational behavior. She received her Ph.D. in management research from
King’s College London in 2012, specializing in international business and
strategy research. Her research interests are cross-border knowledge transfer
and learning, coevolution of international strategic alliances, and innovation
and entrepreneurship. Before joining the academia, she worked as an
executive assistant in a Chemical firm in Taiwan. She received her MSc in
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xiv
ABOUT THE CONTRIBUTORS
business studies with distinction from Aston University, UK, in 2009 and
BA in economics from National Chengchi University, Taiwan, in 2007.
Ruey-Jer ‘‘Bryan’’ Jean is an associate professor of international business
at National Chengchi University, Taiwan. He received his Ph.D. from
Manchester Business School, UK. His teaching covers areas such as
marketing, management, and international business strategy. He previously
worked as a postdoctoral research fellow at Manchester Business School.
His research focuses on interorganizational relationship management, with
particular focus on online and international contexts. He is also interested
internationalization and innovation issues from emerging market firms. His
work has appeared in Journal of International Business Studies, Journal of
International Marketing, International Business Review, Critical Perspectives
of International Business, International Marketing Review, Management
International Review, Decision Sciences, and Journal of Business Research.
He was born in Taiwan and now lives in Taipei.
Gang Ok Jung is an associate professor of marketing in the Department of
Business Administration at Hannam University, Korea. His research
interests include the impact of brand on marketing performances and
consumer responses, international marketing, online marketing, advertising,
private brand, and entrepreneurship. His research has been published in the
Korean Journal of Marketing, Korean Journal of Consumer Studies, Korean
Journal of Advertising, Korean Venture Management Review, and other
journals.
Daekwan Kim is an associate professor of marketing and international
business in the College of Business at Florida State University. His research
interests include the impact of IT on firm marketing strategies and activities,
marketing/international marketing strategies, multinational brand management, customer equity, and international buyer–seller relationships. His
research has been published in the Journal of International Business Studies,
Journal of Academy of Marketing Science, Decision Sciences Journal, Journal
of International Marketing, Industrial Marketing Management, Journal of
Business Research, International Marketing Review, and other journals. He is
currently serving the editorial boards of Journal of International Marketing
and Thunderbird International Business Review.
Olli Kuivalainen, D.Sc. (economics and business administration), is a
professor of international marketing at Lappeenranta University of Technology (LUT), School of Business, Finland. His expertise covers broad areas
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About the Contributors
xv
of marketing, international business, and technology management and their
interfaces. His research interests are in the areas of international entrepreneurship, and strategic management, marketing and internationalization
of knowledge-intensive firms, the focus especially being on firms operating
in the domains of media and information and communication technologies.
His work has been published in journals such as Journal of World Business,
Journal of International Marketing, Technovation, International Marketing
Review, International Journal of Production Economics, and Journal of
International Entrepreneurship. Before joining the academia he worked in a
consultancy company. During his academic career he has taught in various
universities such as the University of Manchester (Manchester Business
School), UK, San Francisco State University, USA, University of Kuopio
and Helsinki School of Economics (Finland). He is a Finnish citizen.
Ruby P. Lee is an associate professor of marketing in the College of Business
at The Florida State University. She holds a Ph.D. from Washington State
University, an MPhil from the Chinese University of Hong Kong, and a
BSW (Honors) from the University of Hong Kong. Her current research
interests include international business and marketing strategy, product
innovation, knowledge management, and interfirm relationships. She has
published in Journal of Marketing, International Journal of Research in
Marketing, Decision Sciences, Journal of the Academy of Marketing Science,
Journal of Product Innovation Management, and Journal of International
Marketing, among others. She also serves on the editorial boards of multiple
journals such as Journal of World Business, Journal of International
Marketing, and Industrial Marketing Management. She has given lectures
and seminars to universities located outside the United States such as China,
Hong Kong, and Spain.
Jorge F. B. Lengler (Ph.D.) is an assistant professor of strategy at ISCTE
Business School, Portugal. He holds a Ph.D. in competitive strategy and
marketing (Federal University, Brazil/University of Oregon, USA) and a
postdoctorate in international marketing from the University College
Dublin, Ireland. He has taught international marketing and strategic
management courses on several MBA, mas…
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