Table of Contents

Handbook of Research in International Marketing, Second Edition

Handbook of Research in International Marketing, Second Edition

Elgar original reference

Edited by Subhash C. Jain and David A. Griffith

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today’s most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.

Preface

Edited by Subhash C. Jain and David A. Griffith

Subjects: business and management, international business, marketing

Extract

Markets have become increasingly globalized. Since the mid-1960s, firms have gained increasing experience in doing business outside the home country. With the global expansion of business since that time, the academic literature on global marketing has grown. However, even with increased globalization, a significant amount of scholarly research has been focused on developed countries. Wishing to stimulate scholarship on the emerging importance of BRIC (Brazil, Russia, India and China) and other developing nations, the University of Connecticut (UConn) Centre for International Education and Research (CIBER) sponsored a conference on international marketing’s state of the art in 2001. The papers presented at this by-invitation-only conference were published in a book entitled Handbook of Research in International Marketing, edited by Subhash C. Jain and published in 2003 by Edward Elgar Publishing. The above book was well received, and stimulated considerable debate and research. However, since this time there have been a number of international marketing scholars who perceived a limitation within the extant literature. Specifically, although a great deal of research had been engaged, there was a need for additional theoretical insights into conducting marketing operations abroad. In other words, there is a gap in existing international marketing theory. To address this limitation in the extant literature, the UConn CIBER took the lead by organizing a conference on the subject, titled International Marketing Theory Conference. This by-invitation-only conference was held on 17–19 June 2010 at the University of Connecticut. Thirty-five international marketing scholars from all over the world were invited to...