In the fast-paced world of global business, success is marked by the ability to stay on top of current events, to recognize new trends, and to react quickly to change. This book offers contributions by global marketing authorities to help you understand this rapidly changing international...

"A little more than 20 years have passed since we published the first edition of this book. Over the past two decades, we have continued to receive many messages as well as user reviews on Amazon.com, among others, from instructors, students, and business executives around the world who used the...

Researchers in international business have long been interested in understanding the relationship between the multinationality of a firm and its market performance. This article contributes to this research stream by incorporating firm heterogeneity in examining the multinationality-performance...