"The latest volume in the Advances in International Marketing series is a fresh addition to the international marketing literature, expanding the current knowledge in several significant ways. Divided in to two sections, the first part of Vol. 25 addresses important issues concerning
entrepreneurship in the international market. Pulling together papers authored by well-known scholars they look at issues such as born-global firms' evolution, market orientation, alliance capabilities, customer orientation, and performance in the global market. Collectively, these papers shed
significant new light on the role of entrepreneurship in born-global firms and exporting firms. The second part of Entrepreneurship in International Marketing brings together a collection of papers dealing with contemporary international marketing issues, including the conceptual domain of
international marketing, global brands and luxury brands in emerging markets, international retail supply chains, and exit behaviour of FDI firms."
This volume of "Advances in International Marketing" is focused on the global marketing strategies of emerging market firms. With their increasing role in international trade, emerging market firms' face a large number of complex challenges when expanding into global markets. The topics
addressed include various issues associated with emerging market firms' global marketing strategies and internationalization such as entry mode, foreign acquisitions, relationship building, branding, international venturing and entrepreneurship, researching customers, and institutions. The book aims
to both test existing theories as well as developing new ones in order to make sense of the vast array of issues. Collectively, this book sheds significant light on how emerging market firms deal with the challenges that they face and offers key insights into an increasingly important phenomenon in
international marketing, namely the expansion of emerging market firms in global markets.