International business marketing in emerging country markets [Book] : the third wave of internationalization of firms / Hans Jansson.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 9781847202512 (hardcover)
- 1847202519 (hardcover)
- 658.8 4091724 22
- 658.84091724
Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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Junaid Zaidi Library, COMSATS University Islamabad | 658.84091724 JAN-I (Browse shelf(Opens below)) | Available | 49543 | ||
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Junaid Zaidi Library, COMSATS University Islamabad | 658.84091724 JAN-I (Browse shelf(Opens below)) | Available | 49727 |
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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