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Contemporary Euromarketing: Entry and Operational Decision Making
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Contemporary Euromarketing: Entry and Operational Decision Making
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Overview
- a conceptual growth model with typical starting points, pathways, and outcomes of international growth
- whether partner commitment to export cooperation leads to a higher degree of success
- differences in international development of INVs and how/why differences are manifested
- the relationship between export intensity and different types of performance by structural equation modeling (SEM) analysis
- description of the stages of the internationalization process and its link to performance
- international sourcing as an entrepreneurial act
- the relationship between partner selection and international joint venture (IJV) performance
- differences and similarities between magazine advertisements in France and the Czech Republic
- the effects of provocative advertising imagery on consumers’ attitudes toward product
- factors that attract international counterfeiting to the European Union
- and much more!
Product Details
ISBN-13: | 9780789035400 |
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Publisher: | Taylor & Francis |
Publication date: | 04/19/2007 |
Pages: | 204 |
Product dimensions: | 8.25(w) x 11.00(h) x (d) |
Table of Contents
- Preface (Erdener Kaynak)
- Introduction (Jorma Larimo)
- International Growth of Finnish Software Firms: Starting Points, Pathways, and Outcomes (Ollie Kuivalainen, Jani Lindqvist, Sami Saarenketo, and Toivo Äijö)
- What Makes Export Co-Operation Tick? Analyzing the Role of Commitment in Finnish Export Circles (Niina Nummela and Tommi Pukkinen)
- Variety in International New VenturesTypological Analysis and Beyond (Johanna Hallbäck and Jorma Larimo)
- Profitability of Rapid Internationalization: The Relationship Between Internationalization Intensity and Firms’ Export Performance (Olli Kuivalainen and Sanna Sundqvist)
- Faster and More Successful Exporters: An Exploratory Study of Born Global Firms from the Resource-Based View (Alex Rialp and Josep Rialp)
- Internationalization and Performance: Evidence from Spanish Firms (Oscar Martín Martín and Nicolas Papadopoulos)
- International Entrepreneurship and Sourcing: International Value Chain of Small Firms (Per Servais, Antonella Zucchella, and Giada Palamara)
- Partner Selection In International Joint Ventures (Jorma Larimo and Sami Rumpunen)
- Advertising In Czech And French Magazines (Christian Dianoux, Jana Kettnerová, and Zdenĕk Linhart)
- An Investigation of the Effect of Provocative Imagery on Norwegian and Thai Consumers’ Attitudes Towards Products: A Cross-Cultural Study (Sunita Prugsamatz, Lars Ofstad, and Michael Allen)
- International Counterfeiting in the European Union: A Host Country Approach (J. Freitas Santos and J. Cadima Ribeiro)
- Index
- Reference Notes Included
What People are Saying About This
AN IMPORTANT CONTRIBUTION TO MARKETING IN THE EUROPEAN CONTEXT. . . . It consists of two important areas that are on the cutting edge of research, market entry, and operational decision making. . . . Particularly important for European scholars because European markets are rapidly expanding and require a much deeper understanding from both academics and practitioners which this publication provides. The market entry part of the publication OFFERS NOT ONLY SIGNIFICANT INSIGHT INTO THE PROCESS BUT IT ALSO PROVIDES A SOUND THEORETICAL FOUNDATION consisting of previous studies that enhance the understanding how markets ought to be effectively and efficiently entered. The part dealing with operational decision making should ESPECIALLY BE USEFUL TO RESEARCHERS who are seeking fundamental comparisons between markets that are operationally and fundamentally different. (George Tesar, PhD; Professor of Marketing and International Business Emeritus, Umeå School of Business, Umeå University, Sweden; Professor of Marketing Emeritus University of Wisconsin-Whitewater)