Table of Contents

Handbook of Research in International Marketing

Handbook of Research in International Marketing

Elgar original reference

Edited by Subhash C. Jain

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.

Preface

Edited by Subhash C. Jain

Subjects: business and management, international business, marketing

Extract

This book grew out of the State of the Art of Research in International Marketing Conference held at the University of Connecticut in October 2001. The conference involved international marketing scholars located all over the world, thereby setting an example of global coordination in productive research. The conference, supported by the Centers for International Business Education and Research at the University of Connecticut, University of Memphis, Michigan State University, University of California at Los Angeles, and the University of Wisconsin, provided a unique opportunity for stimulating thinking and for generating new ideas through formal presentations and discussions. The chapters contained in this book address research issues about the way international marketing actually does function, as well as theoretical explorations of how it perhaps should function. The book gives PhD students and faculty a vital perspective on international marketing research. It fulfills an important objective of the conference to involve faculty in thinking seriously about the challenges and opportunities ahead in international marketing research and teaching. In some respects, the book creates a distinctive model of international marketing research. Some chapters have broken through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others have been less concerned with testing existing theory than with generating new insights. Still others strive for results that are operationally significant for managers. Many chapters are drawn to problems that are broad in scope, and yet offer insights that are of considerable value...