Edited by Subhash C. Jain, University of Connecticut and David A. Griffith, Mays Business School, Texas A&M University, US

• Contents:PrefacePART I: GLOBAL BRANDING ISSUES1. The Limits of Global Branding: The Emerging Market ChallengeSusan P. Douglas and C. Samuel Craig2. The Promises of Global Branding: Market Shares in Major Countries 2000–2009Johny K. Johansson3. Promoting Products from Developing Countries: Roles of Brand Name and SpokespersonYeqing Bao, Shi Zhang and James T. Simpson4. Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of InquirySaeed Samiee and Leonidas C. Leonidou5. Place Brands and Brand-place Associations: The Role of ‘Place’ in International MarketingNicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-MéndezPART II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY6. Conjectures on Innovation Drivers in an Emerging Market: IndiaRajan Varadarajan 7. The Internationalization Process Revisited: Institutionalization, Exploitation and ExplorationPieter Pauwels and Paul Matthyssens8. Resource-Advantage Theory: Insights for Global Marketing Strategy ResearchDavid A. Griffith and ChangSeob Yeo9. International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardization DecisionJeryl Whitelock and Fernando Fastoso10. The Standardization Construct in International Marketing: Earlier Conceptualization and Suggestions for Further Development Attila Yaprak, Shichun Xu and S. Tamer Cavusgil11. Subsidiary Marketing Strategy Implementation (SMSI): The Missing Link of International Marketing Strategy Research Esra Gencturk and Destan KandemirPART III: CULTURAL ISSUES IN INTERNATIONAL MARKETING RESEARCH12. Managerial Determinants of Export Performance: Direct and Moderating EffectsCarlos M.P. Sousa and Emilio Ruzo13. The Role of Psychic Distance in International Marketing Strategy ImplementationJody Evans14. Understanding the Role of Culture in Online GroupsGoksel Yalcinkaya15. Is There a Country-of-Origin Theory?Peter Magnusson and Stanford A. Westjohn 16. Theory of the Global ConsumerStanford A. Westjohn and Peter MagnussonPART IV: HARNESSING THE BOP MARKET17. Integrated Strategies for the Base of the PyramidRavi Sarathy 18. New Product Development for the Base of the Pyramid: A Theory- and Case-based FrameworkCheryl C. Nakata and Estelle Berger19. Bottom of the Pyramid Market: Theory and PracticeSubhash C. JainIndex

Edited by Subhash C. Jain, University of Connecticut and David A. Griffith, Mays Business School, Texas A&M University, US

• Contents:PrefacePART I: GLOBAL BRANDING ISSUES1. The Limits of Global Branding: The Emerging Market ChallengeSusan P. Douglas and C. Samuel Craig2. The Promises of Global Branding: Market Shares in Major Countries 2000–2009Johny K. Johansson3. Promoting Products from Developing Countries: Roles of Brand Name and SpokespersonYeqing Bao, Shi Zhang and James T. Simpson4. Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of InquirySaeed Samiee and Leonidas C. Leonidou5. Place Brands and Brand-place Associations: The Role of ‘Place’ in International MarketingNicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-MéndezPART II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY6. Conjectures on Innovation Drivers in an Emerging Market: IndiaRajan Varadarajan 7. The Internationalization Process Revisited: Institutionalization, Exploitation and ExplorationPieter Pauwels and Paul Matthyssens8. Resource-Advantage Theory: Insights for Global Marketing Strategy ResearchDavid A. Griffith and ChangSeob Yeo9. International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardization DecisionJeryl Whitelock and Fernando Fastoso10. The Standardization Construct in International Marketing: Earlier Conceptualization and Suggestions for Further Development Attila Yaprak, Shichun Xu and S. Tamer Cavusgil11. Subsidiary Marketing Strategy Implementation (SMSI): The Missing Link of International Marketing Strategy Research Esra Gencturk and Destan KandemirPART III: CULTURAL ISSUES IN INTERNATIONAL MARKETING RESEARCH12. Managerial Determinants of Export Performance: Direct and Moderating EffectsCarlos M.P. Sousa and Emilio Ruzo13. The Role of Psychic Distance in International Marketing Strategy ImplementationJody Evans14. Understanding the Role of Culture in Online GroupsGoksel Yalcinkaya15. Is There a Country-of-Origin Theory?Peter Magnusson and Stanford A. Westjohn 16. Theory of the Global ConsumerStanford A. Westjohn and Peter MagnussonPART IV: HARNESSING THE BOP MARKET17. Integrated Strategies for the Base of the PyramidRavi Sarathy 18. New Product Development for the Base of the Pyramid: A Theory- and Case-based FrameworkCheryl C. Nakata and Estelle Berger19. Bottom of the Pyramid Market: Theory and PracticeSubhash C. JainIndex

Edited by Subhash C. Jain, University of Connecticut and David A. Griffith, Mays Business School, Texas A&M University, US

• Contents:PrefacePART I: GLOBAL BRANDING ISSUES1. The Limits of Global Branding: The Emerging Market ChallengeSusan P. Douglas and C. Samuel Craig2. The Promises of Global Branding: Market Shares in Major Countries 2000–2009Johny K. Johansson3. Promoting Products from Developing Countries: Roles of Brand Name and SpokespersonYeqing Bao, Shi Zhang and James T. Simpson4. Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of InquirySaeed Samiee and Leonidas C. Leonidou5. Place Brands and Brand-place Associations: The Role of ‘Place’ in International MarketingNicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-MéndezPART II: INSIGHTS INTO INTERNATIONAL MARKETING STRATEGY6. Conjectures on Innovation Drivers in an Emerging Market: IndiaRajan Varadarajan 7. The Internationalization Process Revisited: Institutionalization, Exploitation and ExplorationPieter Pauwels and Paul Matthyssens8. Resource-Advantage Theory: Insights for Global Marketing Strategy ResearchDavid A. Griffith and ChangSeob Yeo9. International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardization DecisionJeryl Whitelock and Fernando Fastoso10. The Standardization Construct in International Marketing: Earlier Conceptualization and Suggestions for Further Development Attila Yaprak, Shichun Xu and S. Tamer Cavusgil11. Subsidiary Marketing Strategy Implementation (SMSI): The Missing Link of International Marketing Strategy Research Esra Gencturk and Destan KandemirPART III: CULTURAL ISSUES IN INTERNATIONAL MARKETING RESEARCH12. Managerial Determinants of Export Performance: Direct and Moderating EffectsCarlos M.P. Sousa and Emilio Ruzo13. The Role of Psychic Distance in International Marketing Strategy ImplementationJody Evans14. Understanding the Role of Culture in Online GroupsGoksel Yalcinkaya15. Is There a Country-of-Origin Theory?Peter Magnusson and Stanford A. Westjohn 16. Theory of the Global ConsumerStanford A. Westjohn and Peter MagnussonPART IV: HARNESSING THE BOP MARKET17. Integrated Strategies for the Base of the PyramidRavi Sarathy 18. New Product Development for the Base of the Pyramid: A Theory- and Case-based FrameworkCheryl C. Nakata and Estelle Berger19. Bottom of the Pyramid Market: Theory and PracticeSubhash C. JainIndex