Edited by Shintaro Okazaki
The creation of a scholarly network resembles knitting a quilt – we personally and individually find threads and create layers of collaborative works. This book, Handbook of Research in International Advertising, grew out of such a network, which I am fortunate enough to have established over the past year. Leading academics from a wide range of countries each generously agreed to contribute a chapter, and to offer their precious insights on diverse subjects in international advertising research. I am now pleased to present this work to our community. The chapters in this book address issues about the ways in which researchers grasp original ideas, generate rich theory, or advance the state of the art from new perspectives. Throughout the project, this book was intended to overcome three important challenges that may maximize our contribution to the shaping and the working of our increasingly complex world. The first challenge was to offer new insights into diverse cutting-edge topics. I wanted to establish whether there was something we had not seen or learned in the past in terms of theories, methods or implications. Both the country and the expertise of each author are also so diverse. I recruited top researchers from relatively distinct fields of interest. As editor of this Handbook, I wanted to include such diversity for a good reason: often, our differences in terms of scientific discipline, research methods, interpretations, or managerial applications can become a rich source of inspiration. While such diversity is an important asset we possess, it has...