This volume of the Advances in International Marketing is quite unique. It features chapters written by doctoral graduates of Michigan State University (MSU)'s marketing department. It also represents a culmination of my 21 years of service to MSU. This tenure has truly been a special journey...

This special volume of Advances in International Marketing is devoted to exploring new perspectives on international service marketing – a topic of great interest to scholars and practitioners of international marketing. It is guest edited by Pieter Pauwels and Ko de Ruyter, both of Maastricht...

Understanding the impact of marketing-related investments on market-based assets is a fundamental issue for marketers. In this study we address the relationship between product-related investments and communication-related efforts, with respect to a basic intangible market-based asset:...

In order to enhance local suppliers’ responsiveness in global supply chain relationships, MNEs must work with their local suppliers to create new forms of relationship structures. Cultural and country differences may limit the use and effectiveness of traditional tools that govern the...

Purpose The purpose of this paper is to develop a model to build visibility for mitigating supplier risk. The model has shown that visibility can be an important information-based capability for a buying firm to mitigate supplier risk. Such an importance, however, may not hold in all settings...