Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers...

"We are grateful for the leadership position you, our market, have awarded to this book. Best-selling status in the international business field imposes an obligation to deliver cutting-edge innovations and improvements in terms of content as well as presentation. We honor your trust by doing...

Publishing cross-national research is often a difficult endeavour as ensuring equivalence of method and measures can be challenging. Even though the importance of sound data and valid measures has long been an acknowledged, it is often problematic to follow required quality standards in concrete...