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International business marketing in emerging country markets [Book] : the third wave of internationalization of firms / Hans Jansson.

By: Material type: TextTextPublication details: Northampton, MA : Northampton, MA : Edward Elgar, c2007.Description: xxiv, 238 p. : ill. ; 24 cmISBN:
  • 9781847202512 (hardcover)
  • 1847202519 (hardcover)
Subject(s): DDC classification:
  • 658.8 4091724 22
Other classification:
  • 658.84091724
Contents:
International business networks, institutions and MNC organization -- The international business marketing model -- Network, linkage and competitive strategies -- Project marketing cycles and action networks -- European, Chinese and Russian business networks -- Business marketing strategy in the internationalization process -- Internal network organization of the internationalized firm -- Local and regional network organization for dyads and triads.
Summary: This book illustrates how multinational corporations (MNCs) solve the business-to-business or industrial marketing problems they encounter in markets in large emerging countries. The author finds that traditional ideas and frameworks used for analyzing, forming and implementing international business marketing strategy in mature markets are in need of adjustment before they are applied to emerging country markets. Accordingly, the author develops the institutional network approach to address the specific challenges afforded by these markets.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Books Books Junaid Zaidi Library, COMSATS University Islamabad 658.84091724 JAN-I (Browse shelf(Opens below)) Available 49543
Books Books Junaid Zaidi Library, COMSATS University Islamabad 658.84091724 JAN-I (Browse shelf(Opens below)) Available 49727
Total holds: 0

Includes bibliographical references (p. 213-227) and indexes.

International business networks, institutions and MNC organization -- The international business marketing model -- Network, linkage and competitive strategies -- Project marketing cycles and action networks -- European, Chinese and Russian business networks -- Business marketing strategy in the internationalization process -- Internal network organization of the internationalized firm -- Local and regional network organization for dyads and triads.

This book illustrates how multinational corporations (MNCs) solve the business-to-business or industrial marketing problems they encounter in markets in large emerging countries. The author finds that traditional ideas and frameworks used for analyzing, forming and implementing international business marketing strategy in mature markets are in need of adjustment before they are applied to emerging country markets. Accordingly, the author develops the institutional network approach to address the specific challenges afforded by these markets.

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