International marketing emerging markets - Zou, Shaoming; Fu, Huifen (Emerald, 2011)
Includes bibliographical references
Awakening dragons: an exploration of the internationalization of Chinese SMEs from the electronics sector / Sharon Loane and Jim Bell -- Innovation platforms for emerging consumers: spinning the wheel of retailing in Latin America / Guillermo D'Andrea ... [et al.] -- Fueling India's retail boom - what should be the right policy? / Arpita Mukherjee -- Fashion retailing in China: an examination of its development and issues / Priscilla Y.L. Chan -- Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China / Hao Zhang, Eunju Ko, and Charles R. Taylor -- The impact of brand credibility and brand personality on purchase intention: an empirical study in China / Xuehua Wang and Zhilin Yang -- Hallmarks in the development of marketing: Chinese managers' market orientation and ability to deliver service quality / Dennis A. Pitta and Darlene B. Smith -- Examining the determinants of interfunctional coordination and export performance: an investigation of Brazilian exporters / Carlos M.P. Sousa and Jorge Lengler -- Differences between high-and low-performing exporting firms in a developing country / Khutula Sibanda, Ronel Erwee and Eric Ng -- Predicting and explaining complaint intention and behavior of Malaysian consumers: an application of the planned behavior theory / Wenjie Zhao and Md. Nor Othman -- A comparative study of location choice for overseas R&D investment of TNCS: a empirical study of the United States and Japan based on panel data / Yonggui Wang, Shenhui An and Peng Luo -- Cross-cultural communication: east vs. west / Yaolung James Hsieh
The 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