International Marketing: Emerging Markets (Advances in International Marketing, Volume 21)

321 Pages·2011·2.09 MB·English

by  Shaoming Zou

INTERNATIONAL MARKETING:
EMERGING MARKETS
ADVANCES IN INTERNATIONAL
MARKETING
Series Editors: Volumes 1–20 S. Tamer Cavusgil
Volume 21 – Shaoming Zou
Recent Volumes:
Volume 5: Industrial Networks
Volume 6: Export Marketing: International Perspectives
Volume 7: Marketing in Asia Pacific and Beyond
Volume 8: Parts I & II
Volume 9: International Marketing and Purchasing
Volume 10: Globalization, the Multinational Firm, and
Emerging Economies
Volume 11: Reassessing the Internationalization of the Firm
Volume 12: New Directions in International Advertising
Research
Volume 13: Study Abroad: Perspectives and Experiences
from Business Schools
Volume 14: Reviving Traditions in Research on International
Market Entry
Volume 15: Research on International Service Marketing:
A Sta te of the Art
Volume 16: Relationship between Exporters and Their
Foreign Sales and Marketing Intermediaries
Volume 17: International Market Research: Opportunities
and Challenges in the 21st Century
Volume 18: Cross-Cultural Buyer Behaviour
Volume 19: Michigan State University Contributions to
International Business and Innovation
Volume 20: New Challenges to International Marketing
ADVANCES IN INTERNATIONAL MARKETING
VOLUME 21
INTERNATIONAL
MARKETING: EMERGING
MARKETS
EDITED BY
SHAOMING ZOU
University of Missouri, Columbia, MO,
USA and Peking University, Beijing, China
HUIFEN FU
University of International Business and Economics,
Beijing, China

United Kingdom – North America – Japan
India – Malaysia – China
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CONTENTS
LIST OF CONTRIBUTORS ix
INTERNATIONAL MARKETING AND xi
EMERGING MARKETS: AN
INTRODUCTION TO THE AIM VOLUME 21
AWAKENING DRAGONS: AN EXPLORATION
OF THE INTERNATIONALISATION
OF CHINESE SMES FROM THE
ELECTRONICS SECTOR
Sharon Loane and Jim Bell 1
INNOVATION PLATFORMS FOR EMERGING
CONSUMERS: SPINNING THE WHEEL OF
RETAILING IN LATIN AMERICA
Guillermo D’Andrea, Luciana Silvestri, 33
Leticia Costa, Fernando Fernandes and
Fabio Fossen
FUELLING INDIA’S RETAIL BOOM – WHAT
SHOULD BE THE RIGHT POLICY?
Arpita Mukhe rjee 57
FASHION RETAILING IN CHINA: AN
EXAMINATION OF ITS DEVELOPMENT
AND ISSUES
Priscilla Y. L. Chan 75
v
vi CONTENTS
ADVERTISING APPEALS STRATEGY:
MODERATING EFFECT ON THE
RELATIONSHIP BETWEEN INNOVATION AND
CUSTOMER EQUITY DRIVERS IN CHINA
Hao Zhang, Eunju Ko and Charles R. Taylor 111
THE IMPACT OF BRAND CREDIBILITY
AND BRAND PERSONALITY ON PURCHASE
INTENTION: AN EMPIRICAL STUDY
IN CHINA
Xuehua Wang and Zhilin Yang 137
HALLMARKS IN THE DEVELOPMENT OF
MARKETING: CHINESE MANAGERS’
MARKET ORIENTATION AND ABILITY
TO DELIVER SERVICE QUALITY
Dennis A. Pitta and Darlene B. Smith 155
EXAMINING THE DETERMINANTS OF
INTERFUNCTIONAL COORDINATION
AND EXPORT PERFORMANCE: AN
INVESTIGATION OF BRAZILIAN EXPORTERS
Carlos M. P. Sousa and Jorge Lengler 189
DIFFERENCES BETWEEN
HIGH- AND LOW-PERFORMING EXPORTING
FIRMS IN A DEV ELOPING COUNTRY
Khutula Sibanda, Ronel Erwee and Eric Ng 207
PREDICTING AND EXPLAINING COMPLAINT
INTENTION AND BEHAVIOUR OF
MALAYSIAN CONSUMERS: AN
APPLICATION OF THE PLANNED
BEHAVIOUR THEORY
Wenjie Zhao and Md. Nor Othman 229
Contents vii
A COMPARATIVE STUDY OF LOCATION
CHOICE FOR OVERSEAS R&D INVESTMENT
OF TNCS: AN EMPIRICAL STUDY OF THE
UNITED STATES AND JAPAN BASED ON
PANEL DATA
Yonggui Wang, Shenghui An and Peng Luo 253
CROSS-CULTURAL COMMUNICATION:
EAST VS. WEST
Yaolung James Hsieh 283

LIST OF CONTRIBUTORS
Shenghui An University of International Business and
Economics, Beijing, China
Jim Bell Ulster Business School, University of
Ulster, Londonderry, UK
Priscilla Y. L. Chan Manchester Metropolitan University, UK;
Institute of Textiles and Clothing,
The Hong Kong Polytechnic University,
Hong Kong
Leticia Costa StrategyCenteratInsper,SaoPaulo,Brazil
Guillermo D’Andrea IAE Business School, Universidad Austral,
Buenos Aires, Argentina
Ronel Erwee University of Southern Queensland,
Toowoomba, Queensland, Australia
Fernando Fernandes Booz Allen Hamilton, Sao Paulo,
Brazil
Fabio Fossen FEMSA, Sa˜o Paulo, Brazil
Huifen Fu University of International Business and
Economics, Beijing, China

Yaolung James Hsieh National Chengchi University, Taipei,
Taiwan
Eunju Ko Yonsei University, Seoul, South Korea
Jorge Lengler UNIDE, Lisbon University Institute
(ISCTE-IUL), Portugal
Sharon Loane Ulster Business School, University of
Ulster, Londonderry, UK
Peng Luo China University of Mining and
Technology, Beijing, China
ix
x LIST OFCONTRIBUTORS
Arpita Mukherjee Indian Council for Research at
International Economic Relations
(ICRIER), New Delhi, India
Eric Ng University of Southern Queensland,
Toowoomba, Queensland, Australia
Md. Nor Othman University of Malaya, Kuala Lumpur,
Malaysia
Dennis A. Pitta University of Baltimore, Baltimore,
MD, USA
Khutula Sibanda Tynwald, South Harare
Luciana Silvestri Universidad Austral, Buenos Aires,
Argentina
Darlene B. Smith University of Baltimore, Baltimore,
MD, USA
Carlos M. P. Sousa University College Dublin, Dublin, Ireland
Charles R. Taylor Villanova University, Villanova, PA, USA
Xuehua Wang Shanghai University of Finance and
Economics, Shanghai, China
Yonggui Wang University of International Business and
Economics, Beijing, China
Zhilin Yang City University of Hong Kong, Kowloon,
Hong Kong
Hao Zhang Yonsei University, Seoul, South Korea
Wenjie Zhao University of Malaya, Kuala Lumpur,
Malaysia
Shaoming Zou University of Missouri, Columbia,
MO, USA