Advances in Global Marketing: A Research Anthology PDF
Preview Advances in Global Marketing: A Research Anthology
Leonidas C. Leonidou Constantine S. Katsikeas Saeed Samiee Bilge Aykol Editors Advances in Global Marketing A Research Anthology Advances in Global Marketing Leonidas C. Leonidou Constantine S. Katsikeas (cid:129) Saeed Samiee Bilge Aykol (cid:129) Editors Advances in Global Marketing A Research Anthology 123 Editors Leonidas C.Leonidou Saeed Samiee Schoolof Economics andManagement Collins Collegeof Business University of Cyprus University of Tulsa Nicosia Tulsa, OK Cyprus USA Constantine S. Katsikeas Bilge Aykol Leeds University Business School Faculty of Business University of Leeds Dokuz Eylül University Leeds Izmir UK Turkey ISBN978-3-319-61384-0 ISBN978-3-319-61385-7 (eBook) https://doi.org/10.1007/978-3-319-61385-7 LibraryofCongressControlNumber:2017951148 ©SpringerInternationalPublishingAG2018 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpart of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission orinformationstorageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilar methodologynowknownorhereafterdeveloped. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicationdoesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfrom therelevantprotectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authorsortheeditorsgiveawarranty,expressorimplied,withrespecttothematerialcontainedhereinor for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictionalclaimsinpublishedmapsandinstitutionalaffiliations. Printedonacid-freepaper ThisSpringerimprintispublishedbySpringerNature TheregisteredcompanyisSpringerInternationalPublishingAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Preface Scholarlyworkininternationalmarketingactivitiesmadeitsappearanceintheearly 1960s, and since then has experienced exponential growth, with thousands of books, monographs, articles, and conference papers published on the subject. The aim of this book is to complement the voluminous, stimulating, and valuable knowledgeaccumulateduptonow,withaconcertedefforttocontributesomenew ideas, contemporary issues, and interesting topics that will help to move this importantfieldofmarketingandinternationalbusinessastepforward.Tothisend, we have sought to put together contributions from some of the most prolific researchers in the field and their associates, and produce a collection of readings touchinguponsomeofthelatestdevelopmentsininternationalmarketing.Ourgoal was to cast a wide net and attract scholarly perspectives from experts situated around theworld.As a result, thebook includescontributions by53authors, from 31 academic institutions located in 20 different countries, whose works are representedbythe19chaptersofthebook.Thebookcoversawidearrayofissues, ranging from the firm’s internationalization process and internal/external determinants of international operations to foreign consumer behavior and strategic international marketing aspects. The chapters use various forms, such as literature reviews/assessments, conceptual developments, quantitative research, or casestudies,andcovermanycountries,includingChina,Denmark,Finland,Greece, Italy, The Netherlands, New Zealand, Norway, Portugal, Romania, Slovenia, and The United Kingdom. The various chapters offer useful summaries of extant knowledge, robust research methodologies, and interesting theoretical and managerialimplications.Theyalsoraisechallengingareasforfutureresearchinthe v vi Preface respective fields examined. We believe this book will provide a useful reference pointforbusinessresearchers,marketingeducators,postgraduatestudents,business practitioners,andotherpartiesinterestedinrecentadvancesinglobalmarketing.We hope you will find these contributions useful and enjoy reading thebook! Nicosia, Cyprus Leonidas C. Leonidou Leeds, UK Constantine S. Katsikeas Tulsa, USA Saeed Samiee Izmir, Turkey Bilge Aykol Contents Part I Current Status of International Marketing Research International Marketing Research: A State-of-the-Art Review and the Way Forward .. .... ..... .... .... .... .... .... ..... .... 3 Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee and Bilge Aykol Part II International Market Engagement ‘Lean Start-Up’ Practices: Initial Internationalization and Evolving Business Models ... .... .... ..... .... .... .... .... .... ..... .... 37 James M. Crick and Dave Crick Reverse Internationalization: A Review and Suggestions for Future Research . .... .... .... .... ..... .... .... .... .... .... ..... .... 59 Itzhak Gnizy and Aviv Shoham Part III External Agents and International Marketing TheRolesofINVsandTheirAgentsintheOrganizationofMarketing Tasks .... .... .... .... .... ..... .... .... .... .... .... ..... .... 79 Tage Koed Madsen and Gitte Rosenbaum Home Country Institutional Agents (HCIAs) as Boundary Spanners Supporting SME Internationalization ... .... .... .... .... ..... .... 99 Valerie Lindsay, Michel Rod and Nicholas Ashill Part IV International Marketing and Innovation Exploring Informal and Formal Learning Activities as Enablers of Learning-by-Exporting in Small and Medium Sized Firms..... .... 127 Øystein Moen, Julie Dahl Benum and Ingeborg Gjærum vii viii Contents Strengthening Innovation for Greater Exporting: A Strategic Path for Developing Country Firms..... .... .... .... .... .... ..... .... 147 Cheryl Nakata and Erin Peregrine Antalis Antecedents, Marketing Capabilities Contingencies and Performance Consequences of Innovative Imitation Orientation: A Resource Orchestration Perspective.... ..... .... .... .... .... .... ..... .... 169 Carlos M.P. Sousa, Yu Li and Xinming He Part V International Customer Behavior Comparative Thick Description: Articulating Similarities and Differences in Local Beer Consumption Experience .... ..... .... 189 Jean-Claude Usunier Face Concerns and Purchase Intentions: A Cross-Cultural Perspective.... .... .... .... ..... .... .... .... .... .... ..... .... 213 Sha Zhang, Jenny van Doorn and Peter S.H. Leeflang Part VI Targeting and Withdrawing From Foreign Markets TheVCW-ValueCreationWheel:AFrameworkforMarketSelection and Global Growth. .... .... ..... .... .... .... .... .... ..... .... 253 Luís Filipe Lages, Vânia Fonseca and Miguel Paulino Market Withdrawal, International Orientation and International Marketing: Effects on SME Performance in Foreign Markets .... .... 281 Panagiota Sapouna, Pavlos Dimitratos, Jorma Larimo and Antonella Zucchella Part VII Strategic Issues in International Marketing Integration Mechanisms as Enablers of International Standardized Strategies. .... .... .... .... ..... .... .... .... .... .... ..... .... 307 Gregor Pfajfar, Aviv Shoham, Maja Makovec Brenčič and Vesna Virant Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets.. .... .... .... .... .... ..... .... 333 Jorma Larimo, Antonella Zucchella, Minnie Kontkanen and Birgit Hagen Global Sourcing Strategy: An Evolution in Global Production and Sourcing Rationalization. ..... .... .... .... .... .... ..... .... 365 Masaaki Kotabe and Janet Y. Murray Contents ix Part VIII International Buyer-Seller Relationships Foreignnessin Exportand Import Social Relationships: The Liability of Psychic Distance. .... .... ..... .... .... .... .... .... ..... .... 387 Irena Vida and Claude Obadia International Franchising Relationships . .... .... .... .... ..... .... 427 Matthew J. Robson, Vita Kadile, Kathryn Watson and L. Jeremy Clegg Part IX Special Issues in International Marketing Intercultural Service Encounters (ICSEs): Challenges and Opportunities for International Services Marketers .... ..... .... 449 PiyushSharma,JackieL.M.Tam,NamwoonKim,WuZhanandYongSu Ethics, Sustainability, and Culture: A Review and Directions for Research .. .... .... .... ..... .... .... .... .... .... ..... .... 471 ConstantinosN.Leonidou,DionysisSkarmeasandCharalamposSaridakis Editors and Contributors About the Editors Leonidas C. Leonidou (Ph.D., M.Sc., University of Bath) is a Professor of Marketing at the SchoolofEconomicsandManagementoftheUniversityofCyprus.Hiscurrentresearchinterests areintheareasofinternationalmarketing/purchasing,relationshipmarketing,strategicmarketing, socially responsible marketing, and marketing in emerging economies. He has published exten- sively in these fields and his articles have appeared in various journals, such as the Journal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of World Business, Tourism Management, Journal of International Marketing, Management International Review, Journal of Business Research, Long Range Planning, Industrial Marketing Management, Journal of Business Ethics, Psychology & Marketing, InternationalBusinessReview,InternationalMarketingReview,EuropeanJournalofMarketing, JournalofSmallBusinessManagement,andJournalofStrategicMarketing. Constantine S. Katsikeas (Ph.D., Cardiff University; MA, Lancaster University) holds the Arnold Ziff Research Chair in Marketing and International Management and is the Founding Director of the Global and Strategic Marketing Research Centre at Leeds University Business School(LUBS),LeedsUniversity,UK.HeservedasVicePresidentoftheAcademyofMarketing Science (2012–2014). He is currently the Editor-in-Chief of the Journal of International MarketingandeditorforinternationalmarketingfortheJournalofInternationalBusinessStudies. His interests are marketing and sales management, global marketing and management, strategic alliances, and competitive strategy. He has published widely and his articles have appeared in Journal of Marketing, Strategic Management Journal, Organization Science, Journal of InternationalBusinessStudies,DecisionSciences,JournalofInternationalMarketing,Journalof World Business, Journal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management, European Journal of Marketing, Management International Review, Long Range Planning, International Marketing Review, Journal of Marketing Management,andInternationalBusinessReview. SaeedSamiee istheCollinsProfessorofMarketingandInternationalBusinessatTheUniversity ofTulsa,USA.Hehascontributedtoscholarlyjournalsinmarketingandinternationalbusinessas an author and member of editorial review boards, including the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of International Business Studies. He is xi
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