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Volume 24 of Advances in International Marketing, guest-edited by Professors Jean, Chiou and Zou, considers the impact of major trends in internal and external environments of the firm on international marketing,
Interdisciplinary approaches are critical to solve the interesting problems of the day. This volume seeks to capture and synthesize the knowledge in the area of branding, product design, innovation, and strategic thought in international marketing.
A fresh addition to the current international marketing literature, Entrepreneurship in International Marketing address both important issues concerning entrepreneurship in the international market and looks at the contemporary international marketing issues.
This volume of Advances in International Marketing is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets.
