Handbook on Cross-Cultural Marketing

Edited by Glen H. Brodowsky, Dean, Heller College of Business,Roosevelt University and Camille P. Schuster, Professor Emerita of Marketing, California State University San Marcos, US

• Contents:Foreword xiiiJean-Claude Usunier1 Introduction to the Handbook on Cross-Cultural Marketing 1Glen H. BrodowskyPART I CROSS-CULTURAL MARKETING THEMES AND THEORIES2 Cross-cultural marketing insights 9Camille P. Schuster3 Glocalization: companies’ search for the right balance betweenglobalization and localization 20Svend Hollensen4 The country image literature: intellectual basis and futureresearch directions 37Saeed Samiee and Brian R. ChabowskiPART II METHODOLOGICAL CHALLENGES OFCROSS-CULTURAL MARKETING RESEARCH5 Cross-cultural market and marketing research 52Michael R. Czinkota and Camille P. Schuster6 Methodological issues in cross-cultural research: establishingequivalence 65V. KumarPART III APPLIED CROSS-CULTURAL MARKETING RESEARCH7 Consumers’ perceptions and attitudes toward productplacements: exploring similarities and differences betweenFinland and the United States 83Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri,Nadia I. Sabour and Hemant Patwardhan8 Global luxury brands: researching cross-cultural differences inmotivations to consume 104Annie Peng Cui, Christopher A. Nelson and Alexis Yim9 Intra-national cultural differences in thinking styles and theimportance of technological product attributes for brand perceptions 115Kelly Hewett and Helena F. Allman10 Partnerships in cross-cultural marketing and retailinternationalization: research propositions 133Fatima Wang and Pervez Ghauri11 To the big go the spoils: empirical evidence of the advantagesof large players in global and local markets 152Maxwell Winchester and Tiffany Winchester12 Family-owned businesses in the global marketplace: a taxonomyfor generational evolution and directions for future research 166Phil Harris and Ozlem Ozdemir13 The impact of indigenous administrative norms on cross-culturalresearch: leveraging smartphone platforms to reduce potentialbias threats 187Eric S. RhodesPART IV NEW PARADIGMS AND FUTURE RESEARCH14 Marketing research across cultures 204Fons Trompenaars and Peter Woolliams15 Advances in methods and theory for research in internationalbusiness negotiations 225John L. Graham16 Future directions of cross-cultural marketing research 249Jagdish N. Sheth and Atul Parvatiyar17 The future is now 265Glen H. BrodowskyIndex 277

‘The collection of seventeen chapters is indeed a welcome addition to the global marketing literature, and I did enjoy reading them very much.’