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I
PART ONE ENVIRONMENTS AND MARKETS 27
C. Samuel Craig and Susan P Douglas, Conducting International Marketing Research in
the Twenty-First Century 29
Swee Hoon Ang, Siew Meng Leong, and Philip Kotler, The Asian Apocalypse: Crisis
Marketing for Consumers and Businesses 40
Ilkka A. Ronkainen and Jose-Luis Guerrero-Cusumano, Correlates of Intellectual Prop-
erty Violation 61
Michael R. Czinkota, The Policy Gap in International Marketing 70
Roland Calori, Tugrul Atamer, and Pancho Nunes, International Competition in Mixed
Industries 81
David Coen, The Impact of U.S. Lobbying Practice on the European Business-Govern-
rnent Relationship 105
Edward Tse, Chinese Consumer Market: The Right Way to Achieve Profitable Growth 123
PART TWO MARKET ENTRY AND
DEVELOPMENT 139
Mark Peterson and Naresh Malhotra, Country Segmentation Based on Objective Quality-
of-Life Measures 141
Rajat K. Dhawan, Ramesh Mangaleswaran, Asutosh Padhi, Shirish Sankhe, Karsten
Schween, and Paresh Vaish, The Asian Difference in B2B 160
David Ernst and Andrew M.J. Steinhubl, Alliances in Upstream Oil and Gas 169
PART THREE MARKETING MIX 181
Glenn Rifkin, Mach 3: Anatomy of Gillette's Latest Global Launch 183
Dana J. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev Batra, Brand Positioning
Through Advertising in Asia, North America, and Europe: The Role of Global Consumer
Culture 193
Michael R. Czinkota and Masaaki Kotabe, Entering the Japanese Market 216
Vijay Govindarajan and Anil K. Gupta, Taking Wal-Mart Global: Lessons from Retail-
ings Giant 228
Barbara Stittinger, Strategic Export Pricing: A Long and Winding Road 239
Johan Ahlberg, Nicklas Garemo, and Thomas Naucler, The Euro: How to Keep Your
Prices Up and Your Competitors Down 261
Stephen J. Gould, Dawn B. Lerman, and Andreas F. Grein, Agency Perceptions and
Practices on Global IMC 267
Earl D. Honeycutt, Jr., John B. Ford, Robert A. Lupton, and Theresa B. Flaherty,
Selecting and Training the International Sales Force: Comparison of China and
Slovakia 289
PART FOUR MARKETING PERFORMANCE
AND EVALUATION 301
Michael Harvey and Milorad M. Novicevic, Staffing Global Marketing Positions: What
We Don't Know Can Make a Difference 303
Karl Moore and Julian Birkinshaw, Managing Knowledge in Global Service Firms: Centers
ofExcellence 318
Bernd Stauss and Paul Mang, "Culture Shocks"in Inter-Cultural Service Encounters 337
Sharon O'Donnell and Insik Jeong, Marketing Standardization within Global Industries:
An Empirical Study of Peformance Implications 358
CREDITS 374
INDEX 375.
I
PART ONE ENVIRONMENTS AND MARKETS 27
C. Samuel Craig and Susan P Douglas, Conducting International Marketing Research in
the Twenty-First Century 29
Swee Hoon Ang, Siew Meng Leong, and Philip Kotler, The Asian Apocalypse: Crisis
Marketing for Consumers and Businesses 40
Ilkka A. Ronkainen and Jose-Luis Guerrero-Cusumano, Correlates of Intellectual Prop-
erty Violation 61
Michael R. Czinkota, The Policy Gap in International Marketing 70
Roland Calori, Tugrul Atamer, and Pancho Nunes, International Competition in Mixed
Industries 81
David Coen, The Impact of U.S. Lobbying Practice on the European Business-Govern-
rnent Relationship 105
Edward Tse, Chinese Consumer Market: The Right Way to Achieve Profitable Growth 123
PART TWO MARKET ENTRY AND
DEVELOPMENT 139
Mark Peterson and Naresh Malhotra, Country Segmentation Based on Objective Quality-
of-Life Measures 141
Rajat K. Dhawan, Ramesh Mangaleswaran, Asutosh Padhi, Shirish Sankhe, Karsten
Schween, and Paresh Vaish, The Asian Difference in B2B 160
David Ernst and Andrew M.J. Steinhubl, Alliances in Upstream Oil and Gas 169
PART THREE MARKETING MIX 181
Glenn Rifkin, Mach 3: Anatomy of Gillette's Latest Global Launch 183
Dana J. Alden, Jan-Benedict E.M. Steenkamp, and Rajeev Batra, Brand Positioning
Through Advertising in Asia, North America, and Europe: The Role of Global Consumer
Culture 193
Michael R. Czinkota and Masaaki Kotabe, Entering the Japanese Market 216
Vijay Govindarajan and Anil K. Gupta, Taking Wal-Mart Global: Lessons from Retail-
ings Giant 228
Barbara Stittinger, Strategic Export Pricing: A Long and Winding Road 239
Johan Ahlberg, Nicklas Garemo, and Thomas Naucler, The Euro: How to Keep Your
Prices Up and Your Competitors Down 261
Stephen J. Gould, Dawn B. Lerman, and Andreas F. Grein, Agency Perceptions and
Practices on Global IMC 267
Earl D. Honeycutt, Jr., John B. Ford, Robert A. Lupton, and Theresa B. Flaherty,
Selecting and Training the International Sales Force: Comparison of China and
Slovakia 289
PART FOUR MARKETING PERFORMANCE
AND EVALUATION 301
Michael Harvey and Milorad M. Novicevic, Staffing Global Marketing Positions: What
We Don't Know Can Make a Difference 303
Karl Moore and Julian Birkinshaw, Managing Knowledge in Global Service Firms: Centers
ofExcellence 318
Bernd Stauss and Paul Mang, "Culture Shocks"in Inter-Cultural Service Encounters 337
Sharon O'Donnell and Insik Jeong, Marketing Standardization within Global Industries:
An Empirical Study of Peformance Implications 358
CREDITS 374
INDEX 375.