The SAGE handbook of international marketing

569 Pages·2013·4.953 MB·English

by  Helsen, Kristiaan, Kotabe, Masaaki

‘This Handbook, edited by two of the leading ‘The Handbook of International Marketing is a very timely book in light of the rapid
global scholars and written by a prestigious globalization of the world. It is not only the integration of markets of advanced and
and authoritative collection of international emerging markets (North-South integration) but also among the emerging markets K
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scholars, will be a key resource in the evolution (South-South integration). Kotabe and Helsen have done an outstanding job of
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of international marketing scholarship. It will selecting some of the best contemporary scholars in the field. I was particularly pleased a
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be especially helpful to PhD students and junior to see authors from all over the world contributing to this Handbook!’
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faculty, but more senior faculty will also benefit Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School,
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from the broad scope and insightful analysis in Emory University, USA n
this Handbook.’ d The SAGE Handbook of

David B. Montgomery, Kresge Professor of HE
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Marketing – Emeritus, Stanford Graduate School lsite International Marketing
of Business, USA & Dean – Emeritus, Singapore ed
Management University, Singapore n b
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‘For their Handbook of International Over the past two decades the nature of international marketing has faced huge change. ‘This new Handbook of International Marketing
Marketing, Masaaki Kotabe and Kristiaan Increasingly challenged with the unprecedented emergence of globally integrated, yet I provides an in-depth analysis of international
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Helsen have managed to assemble a formidable geographically scattered activities multinational marketing has had to respond accordingly. marketing issues which must be understood and
cast of experts. The Handbook provides The SAGE Handbook of International Marketing brings together the fundamental questions t addressed in today’s global and interdependent
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a comprehensive overview of the field of and themes that have surfaced and promises to be an essential addition to the study of this markets. While covering the managerial issues
International Marketing and readers gain access critical subject area. rn critical to marketers, the various chapters are
to cutting edge insights from top researchers fundamentally based on thorough research
In an internationally minded and detailed analysis the contributors seek to examine the state- a
in the field. A “must-read” for everyone with a reviews. The book communicates a phenomenal
of-the-art in research in international marketing, with particular emphasis on the conceptual t
serious interest in the topic!’ scope of knowledge; the authors, who are
framework and theory development in the field. Looking at new research, formative and i
Bodo Schlegelmilch, Dean, WU Executive o expert researchers on these topics, summarize
fundamental literature and the nature of global marketing strategy and consumer behavior, this
Academy, Vienna University of Economics and timely and comprehensive Handbook offers the reader a compelling examination of the central nT the key concepts, frameworks and findings
Business Administration (WU-Wien), Austria concerns of marketing for an international community. ah of the international marketing literature with
e thoroughness and great clarity. I do believe
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‘This Handbook covers a whole range of research S that this book covers everything that marketing
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topics in international marketing, written by Masaaki “Mike” Kotabe holds the Kristiaan Helsen is an Associate Professor G academics need to know to access the field’s best
world-class researchers conducting cutting-edge E current knowledge. It is a must for Marketing
work in their respective areas. It is truly a state- Washburn Chair Professorship in of Marketing at the Hong Kong University a H Edited by and International Business PhD students as well
of-the-art book on research in international International Business and Marketing, of Science and Technology (HKUST). ra as anyone interested in accessing the state-of-
and is Director of Research at the Institute kn Masaaki Kotabe
marketing. It is a “must” read for academics and the-art research in International Marketing.’
of Global Management Studies at the Fox ed
PhD students interested in building their career b Hubert Gatignon, The Claude Janssen Chaired
in international marketing.’ School of Business and Management at to and Kristiaan Helsen Professor of Business Administration and
Temple University. io
Vijay Mahajan, John P. Harbin Centennial Chair nk Professor of Marketing, INSEAD, France

in Business, The University of Texas at Austin, go
Cover image © iStock
USA ISBN: 978-1-4129-3428-2 f
9 781412 934282
5178-Kotabe-Index 11/19/08 5:43 PM Page 549
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5178-Kotabe FM 11/19/08 5:40 PM Page i
The SAGE
Handbook of
International
Marketing
5178-Kotabe FM 11/19/08 5:40 PM Page ii
EDITORIAL ADVISORY BOARD
Dana Alden,
University of Hawaii at Manoa
Michael R. Czinkota,
Georgetown University
Angela da Rocha,
COPPEAD
Hubert Gatignon,
INSEAD, France
Kate Gillespie,
The University of Texas at Austin
G. Tomas M. Hult,
Michigan State University
Vijay Mahajan,
The University of Texas at Austin
Matthew B. Myers,
University of Tennessee-Knoxville
Michael Song,
University of Missouri-Kansas City
Gerhard A. Wüehrer,
Johannes Kepler University, Austria
Shaoming Zou,
University of Missouri-Columbia
5178-Kotabe FM 11/19/08 5:41 PM Page iii
The SAGE
Handbook of
International
Marketing
Edited by
Maasaki Kotabe
and Kristiaan Helsen
5178-Kotabe FM 11/19/08 5:41 PM Page iv
©SAGE Publications 2009
First published 2009
Apart from any fair dealing for the purposes of research or
private study, or criticism or review, as permitted under the
Copyright, Designs and Patents Act, 1988, this publication may
be reproduced, stored or transmitted in any form, or by any
means, only with the prior permission in writing of the publishers,
or in the case of reprographic reproduction, in accordance with the
terms of licences issued by the Copyright Licensing Agency.
Enquiries concerning reproduction outside those terms should be
sent to the publishers.
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ISBN 978-1-4129-3428-2
Typeset by CEPHA Imaging Pvt. Ltd., Bangalore, India
Printed in Great Britain by The Cromwell Press, Trowbridge, Wiltshire
Printed on paper from sustainable resources
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Contents
About the Contributors viii
Preface xvii
OVERVIEW 1
1 Theoretical Paradigms, Issues, and Debates 3
Masaaki Kotabe and Kristiaan Helsen
SECTION 1 CHANGING MARKET ENVIRONMENTS 13
2 The Ancient Road: An Overview of Globalization 15
Terry Clark, Monica Hodis and Paul D’Angelo
3 The Changing Global Political and Institutional Environment 36
Jonathan Doh and Terrence Guay
4 Marketing and the Global Legal Environment 55
Subhash Jain and Robert Bird
SECTION 2 CONSUMER BEHAVIOR RESEARCH 71
5 Consumer Cognition Across Cultures 73
Bernd H. Schmitt and Nader T. Tavassoli
6 Nation Equity: Country-of-Origin Effects and Globalization 91
Durairaj Maheswaran and Cathy Yi Chen
7 Researching International Markets: Philosophical
and Methodological Issues 114
V. Kumar
SECTION 3 CHANGING MARKET ENVIRONMENTS 163
8 Research into Exporting: Theoretical, Methodological,
and Empirical Insights 165
Constantine S. Katsikeas, Leonidas C. Leonidou, and Saeed Samiee
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vi CONTENTS
9 International Franchising and Licensing 183
Lance Eliot Brouthers and Jason Patrick McNicol
10 Joint Ventures and Alliances 198
Miguel Rivera-Santos and Andrew C. Inkpen
11 Establishment Mode Choice: Acquisition versus. Greenfield Entry 218
Desislava Dikova and Keith D. Brouthers
12 Exit Strategies 238
Masaaki Kotabe and Sonia Ketkar
SECTION 4 GLOBAL STRATEGY 261
13 Global Competitive Marketing Strategy 263
Michael Grund, Oliver Heil, and Mark Elsner
14 Global Sourcing Strategy 288
Masaaki Kotabe, Michael J. Mol, and Janet Y. Murray
15 Uniformity versus Conformity: The Standardization Issue in
International Marketing Strategy 303
Saeed Samiee, Constantine S. Katsikeas, and Marios Theodosiou
SECTION 5 DEVELOPING MARKETING STRATEGY 323
16 International Diffusion of New Products 325
Trichy V. Krishnan and Suman Ann Thomas
17 Global Branding 346
John Roberts and Julien Cayla
18 Pricing in the Global MarketPlace 361
Kristiaan Helsen
19 Global Communications 374
Gary J. Bamossy and Johny K. Johansson
20 Global Channels of Distribution 398
Daniel C. Bello and Forrest Briggs
21 Global Trends in Grocery Retailing 413
Katrijn Gielens and Marnik G. Dekimpe
22 International Salesforce Management 429
Thomas Brashear Alejandro
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CONTENTS vii
SECTION 6 EMERGING ISSUES IN GLOBAL MARKETING 449
23 The Internet and International Marketing 451
Venkatesh Shankar and Jeffrey Meyer
24 Organizational Heritage, Institutional Changes and Strategic
Responses of Firms from Emerging Economics 468
Preet S. Aulakh and Raveendra Chittoor
25 Small Multinational Enterprises under Globalization 490
Gary Knight
26 Ethics and Corporate Social Responsibility for Marketing
in the Global Marketplace 504
Georges Enderle and Patrick E. Murphy
Index 532