edited by Glen H. Brodowsky (Professor of Marketing) and Camille P. Schuster (Professor Emerita of Marketing, California State University San Marcos, US)
Contents: Foreword / Jean-Claude Usunier -- 1 Introduction to the handbook on cross-cultural marketing / Glen H. Brodowsky -- Part I: Cross-cultural marketing themes and theories -- 2 cross-cultural marketing insights / Camille P. Schuster -- 3 glocalization: Companies' search for the right balance between globalization and localization / Svend Hollensen -- 4 the country image literature: Intellectual basis and future research directions / Saeed Samiee and Brian R. Chabowski -- Part II: Methodological challenges of cross-cultural marketing research -- 5 cross-cultural market and marketing research / Michael R. Czinkota and Camille P. Schuster -- 6 methodological issues in cross-cultural research: Establishing equivalence / V. Kumar -- Part III: Applied cross-cultural marketing research -- 7 consumers' perceptions and attitudes toward product placements: Exploring similarities and differences between Finland and the United States / Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemant Patwardhan -- 8 global luxury brands: Researching cross-cultural differences in motivations to consume / Annie Peng Cui, Christopher A. Nelson and Alexis Yim -- 9 intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions / Kelly Hewett and Helena F. Allman -- 10 partnerships in cross-cultural marketing and retail internationalization: Research propositions / Fatima Wang and Pervez Ghauri -- 11 to the big go the spoils: Empirical evidence of the advantages of large players in global and local markets / Maxwell Winchester and Tiffany Winchester -- 12 family-owned businesses in the global marketplace: A taxonomy for generational evolution and directions for future research / Phil Harris and Ozlem Ozdemir -- 13 the impact of indigenous administrative norms on cross-cultural research: Leveraging smartphone platforms to reduce potential bias threats / Eric S. Rhodes -- Part IV: New paradigms and future research -- 14 marketing research across cultures / Fons Trompenaars and Peter Woolliams -- 15 advances in methods and theory for research in international business negotiations / John L. Graham -- 16 future directions of cross-cultural marketing research / Jagdish N. Sheth and Atul Parvatiyar -- 17 the future is now / Glen H. Brodowsky -- Index.
