"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...

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights...

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...