Summary
This is a collection of essays on international marketing. Both theoretical, conceptual and empirical contributions are included, and cover various aspects of export and multinational marketing. While some contributors focus on managerial issues in international marketing, others take a public policy or comparative perspective. Similarly, while some authors may confine their analyses to well-established concepts or methodologies in international marketing, others have the opportunity to incorporate new and innovative perspectives.
Table of contents
- Introduction: export and internationalization research - enrichment and challenges. Part 1 Internationalization and export performance: the born global firm - a challenge to traditional internationalization theory, Gary A. Knight and S. Tamer Cavusgil; export strategies and export performance - an empirical investigation of a products/markets typology, Catherine N. Axinn et al; linking business relationships to marketing strategy and export performance - a proposed conceptual framework, Felicitas U. Evangelista; assessing export performance measurement, Paul Matthyssens and Pieter Pauwels. Part 2 Researching and adapting to export conditions: instrumental, conceptual and symbolic UST of export information - an explanatory study of UK firms, Admaantios Diamantopoulos and Anne L. Souchan; determining cross-cultural metric equivalence in survey research - a new statistical test, Michael R. Mullen et al; export pricing strategy-performance relationship - a conceptual framework, M.B. Byers and S. Tamer Cavusgil; the harmonization of export controls in the European Union, Lothar Weinland.
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