Emerging Trends, Threats, and Opportunities in International Marketing: What Executives Need to Know

This book constitutes a timely compilation of work addressing marketing in an uncertain world, competition from emerging and reemerging markets, global sourcing, and the meeting of old and new global challenges.

As the world of international business has evolved over the years, authors Michael Czinkota, Ilkka Ronkainen, and Masaaki Kotabe have collected a series of articles that address three major changes that have taken place in the last decade. First, the authors address the changing landscape of the global economy, including the unprecedented severity of the economic crisis, caused primarily by the U.S. subprime mortgage loan crisis since late 2008, as well as the Asian and Latin American financial crises, the further expansion of the European Union (EU), and the emergence of BRIC (Brazil, Russia, India, and China) as economic powerhouses.

Next, the authors tackle the explosive growth of information technology tools, including the Internet and electronic commerce (e-commerce), which have had a significant effect on the way we do business internationally.

Finally, the authors present the underlying human tendency to be different when there are economic and political forces of convergence (often referred to as globalization). When the globalization argument (and movement) became fashionable in the 1980s and 1990s, many of us believed that globalization would make global business easier. Doing business beyond national borders, indeed, has become easier, but it does not necessarily mean that customers want the same products in countries around the world.

Buy Book Buy Ebook