Edited by Subhash C. Jain, University of Connecticut, US

'This edited volume is a welcome addition to international marketing literature. . . The volume as a whole presents an excellent review of the international marketing field and provides some future directions. The contributors, all esteemed and well-known scholars in the field, have tackled their respective specialization areas in depth and substance. Moreover, the volume is quite comprehensive and covers a wide range of international marketing areas. I am sure it will be highly useful for researchers and practitioners in international marketing. This is one of the few such edited volumes that address not only researchers but also practitioners. It is, due to its approach and style, very accessible. In conclusion, it is a most comprehensive volume on contemporary research on international marketing and is rightly titled as ”Handbook”. For researchers, particularly Ph.D. candidates, it should serve as the first reading to bring them up to date about the state of the knowledge in their respective field. This will also help them formulate their own research questions and methodologies. For managers, it presents a wealth of knowledge that can help them formulate their international marketing strategies.'

• Contents: Part I: Introduction 1. Masaaki Kotabe, ‘State-of-the-Art Review of Research International Marketing Management’ 2. G. Thomas, M. Hult and Destan Kandemir,‘Market Orientation, Learning Orientation, and Innovativeness in the Global Marketplace: Moderating Roles of Organizational Memory and Market Turbulence’ 3. Pieter Pauwels and Paul Matthyssens, ‘The Dynamics of International Market Withdrawal’ 4. M. Krishna Erramilli, ‘Regionalization of Multinationals: Implications for Research in International Marketing’ PartII: Entry Strategy 5. David B. Montgomery and Allen M. Weiss, ‘Managerial Preferences for Strategic Alliance Attributes: Some Global Contrasts’ 6. Shaoming Zou, Charles R. Taylor and S. Tamer Cavusgil, ‘The Political Economy Explanation of International Market Entry Mode Choice: An Exploratory Study’ 7. F. Esra Gençtürk, ‘Foreign Market Entry Modes: A Sequentially Embedded Decision Approach’ Part III: Cross-Cultural Research Issues 8. Attila Yaprak, ‘Measurement Problems in Cross-National Consumer Research: The State-of-the-Art and Future Research Directions’ 9. Nancy R. Buchan, ‘Experimental Economic Approaches to International Marketing Research’ 10.Cheryl C. Nakata, ‘Culture Theory in International Marketing: An Ontological and Epistemological Examination’ 11.Shi Zhang, Bernd H. Schmitt and Hillary Haley, ‘Language and Culture: Linguistic Effects on Consumer Behavior in International Marketing Research’ Part IV: Marketing Strategy 12. Preet S. Aulakh, ‘International Product Strategies: An Integrative Framework’ 13.Susan P. Douglas and C. Samuel Craig, ‘Dynamics of International Brand Architecture: Overview and Directions for Future Research’ 14. Johny K. Johansson and Ilkka A. Ronkainen, ‘Global Brands: Does Familiarity Breed Contempt?’ 15.John K. Ryans, Jr. and David A. Griffith, ‘International Advertising Research: Standardization/Adaptation and the Future’ Part V: Global Electronic Commerce 16. P. Rajan Varadarajan and Manjit S. Yadav, ‘Competitive Strategy in a Global Electronic Marketplace: Extant Strategy Perspectives Revisited’ 17.Saeed Samiee, ‘Roles and Consequences of Electronic Commerce in Global Marketing’ 18. Ravi Sarathy, ‘Privacy Protection and Global Marketing: Balancing Consumer and Corporate Interests’ Part VI: Special Topics 19. V. Kumar, ‘Global Diffusion Models: Back to the Future’ 20. Nicolas Papadopoulos and Louise A. Heslop, ‘Country Equity and Product-Country Images: State-of-the-Art in Research and Implications’ 21. Camille P. Schuster, ‘Introduction to a Global Scorecard: Industry Practice and International Implications’ 22. Robert L. Engle, ‘The Development and Use of a Global Marketing and Sales Scorecard’ 23. Narasimhan Srinivasan and Subhash C. Jain, ‘Country of Origin Effect: Synthesis and Future Direction’ Index

Edited by Subhash C. Jain, University of Connecticut, US

'This edited volume is a welcome addition to international marketing literature. . . The volume as a whole presents an excellent review of the international marketing field and provides some future directions. The contributors, all esteemed and well-known scholars in the field, have tackled their respective specialization areas in depth and substance. Moreover, the volume is quite comprehensive and covers a wide range of international marketing areas. I am sure it will be highly useful for researchers and practitioners in international marketing. This is one of the few such edited volumes that address not only researchers but also practitioners. It is, due to its approach and style, very accessible. In conclusion, it is a most comprehensive volume on contemporary research on international marketing and is rightly titled as ”Handbook”. For researchers, particularly Ph.D. candidates, it should serve as the first reading to bring them up to date about the state of the knowledge in their respective field. This will also help them formulate their own research questions and methodologies. For managers, it presents a wealth of knowledge that can help them formulate their international marketing strategies.'

• Contents: Part I: Introduction 1. Masaaki Kotabe, ‘State-of-the-Art Review of Research International Marketing Management’ 2. G. Thomas, M. Hult and Destan Kandemir,‘Market Orientation, Learning Orientation, and Innovativeness in the Global Marketplace: Moderating Roles of Organizational Memory and Market Turbulence’ 3. Pieter Pauwels and Paul Matthyssens, ‘The Dynamics of International Market Withdrawal’ 4. M. Krishna Erramilli, ‘Regionalization of Multinationals: Implications for Research in International Marketing’ PartII: Entry Strategy 5. David B. Montgomery and Allen M. Weiss, ‘Managerial Preferences for Strategic Alliance Attributes: Some Global Contrasts’ 6. Shaoming Zou, Charles R. Taylor and S. Tamer Cavusgil, ‘The Political Economy Explanation of International Market Entry Mode Choice: An Exploratory Study’ 7. F. Esra Gençtürk, ‘Foreign Market Entry Modes: A Sequentially Embedded Decision Approach’ Part III: Cross-Cultural Research Issues 8. Attila Yaprak, ‘Measurement Problems in Cross-National Consumer Research: The State-of-the-Art and Future Research Directions’ 9. Nancy R. Buchan, ‘Experimental Economic Approaches to International Marketing Research’ 10.Cheryl C. Nakata, ‘Culture Theory in International Marketing: An Ontological and Epistemological Examination’ 11.Shi Zhang, Bernd H. Schmitt and Hillary Haley, ‘Language and Culture: Linguistic Effects on Consumer Behavior in International Marketing Research’ Part IV: Marketing Strategy 12. Preet S. Aulakh, ‘International Product Strategies: An Integrative Framework’ 13.Susan P. Douglas and C. Samuel Craig, ‘Dynamics of International Brand Architecture: Overview and Directions for Future Research’ 14. Johny K. Johansson and Ilkka A. Ronkainen, ‘Global Brands: Does Familiarity Breed Contempt?’ 15.John K. Ryans, Jr. and David A. Griffith, ‘International Advertising Research: Standardization/Adaptation and the Future’ Part V: Global Electronic Commerce 16. P. Rajan Varadarajan and Manjit S. Yadav, ‘Competitive Strategy in a Global Electronic Marketplace: Extant Strategy Perspectives Revisited’ 17.Saeed Samiee, ‘Roles and Consequences of Electronic Commerce in Global Marketing’ 18. Ravi Sarathy, ‘Privacy Protection and Global Marketing: Balancing Consumer and Corporate Interests’ Part VI: Special Topics 19. V. Kumar, ‘Global Diffusion Models: Back to the Future’ 20. Nicolas Papadopoulos and Louise A. Heslop, ‘Country Equity and Product-Country Images: State-of-the-Art in Research and Implications’ 21. Camille P. Schuster, ‘Introduction to a Global Scorecard: Industry Practice and International Implications’ 22. Robert L. Engle, ‘The Development and Use of a Global Marketing and Sales Scorecard’ 23. Narasimhan Srinivasan and Subhash C. Jain, ‘Country of Origin Effect: Synthesis and Future Direction’ Index