This book explores emerging trends in internationalization, analyzing the processes and steps that firms take when entering new markets. This timely contribution highlights the need for a deeper understanding of today’s internationalization process, critiquing existing literature and instead...

Chapter 1: Introduction -- Chapter 2: Circular Economy research: From theory to practice -- Chapter 3: Conceptualization of Circular Economy 3.0: synthesizing the 10Rs hierarchy of value retention options -- Chapter 4: Working with new conceptualization of Circular Economy 3.0 -- Chapter 5: The...

Chapter 1: Promoting Environmentally Friendly Behaviours in Emerging Markets: An Urgent Need (Nguyen) -- Chapter 2: The Green Consumers in Emerging Markets: Who are They? (Yadav) -- Chapter 3: Green Food Consumption in China (Dang) -- Chapter 4: Key Determinants of Green Purchase Behaviour in...

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A...

Chapter 1 - Introduction -- Chapter 2 – MacIntyre’s virtue-practice-institution framework -- Chapter 3 – Business within capitalism and MacIntyre -- Chapter 4 – Alternative forms of enterprise and MacIntyre’s framework -- Chapter 5 – Defining Social Enterprise -- Chapter 6 –...

Organisational culture and gender stereotypes in technology industry; a comparative study of the AMD and Nvidia -- Introduction- Understandings of organisational culture -- Approaches and models to study organisational culture.-Exploring organisational culture -- Significance of gender-diverse...

Part I: An Introduction to Social Media Monetization -- 1. Introduction -- Part II: A Strategic Framework for Social Media Monetization -- 2. How Companies Can Exploit the Commercial Value of Social Media Through Advertising -- 3. How Companies Can Use Social Media for Social Selling -- 4. How...

Chapter 1: Introduction -- Chapter 2: Rethinking (or refreshing) the definition of green behaviors -- Chapter 3: Three shades of green behaviors: definitions and main issues -- Chapter 4: Drivers of green behaviors: A short review -- Chapter 5: Research on green behaviors: mapping trends --...

Part I: Consumer Goods, Entertainment and Gaming -- 1. Beatriz “Bea” Perez, The Coca-Cola Company -- 2. Ezgi Barcenas, Anheuser-Busch InBev -- 3. Pia Heidenmark Cook, IKEA -- 4. Virginie Helias, Procter & Gamble -- 5. Marissa (Pagnani) McGowan, PVH Corp. -- 6. Jyoti Chopra, MGM Resorts...