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Transcultural Marketing for Incremental and Radical Innovation

Book Description

As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
  6. Dedication
  7. FOREWORD
  8. PREFACE
  9. Chapter 1: Discovering the Nexus between Market Orientation and Open Innovation
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND LITERATURE
    4. TOWARDS A METHODOLOGICAL FRAMEWORK: GROUNDED THEORY
    5. THEORIZATION
    6. DISCUSSION AND CONCLUSION
  10. Chapter 2: Unveiling Culturally Diverse Markets
    1. ABSTRACT
    2. INTRODUCTION
    3. CULTURAL DIFFERENCES: FROM MACRO TO MICRO LEVELS OF ANALYSIS
    4. CULTURE AND ADVERTISING
    5. SURVEY
    6. RESULTS
    7. DISCUSSION
  11. Chapter 3: Conspicuous Consumption Behavior
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. THE IMPACT OF HOFSTEDE’S CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION
    5. MANAGERIAL AND THEORETICAL IMPLICATIONS OF STUDY
    6. FUTURE RESEARCH AND CONCLUSION
  12. Chapter 4: Ethnic Consumers of the Arts
    1. ABSTRACT
    2. INTRODUCTION
    3. THE MAO MODEL
    4. RESEARCH QUESTIONS
    5. METHOD
    6. FINDINGS
    7. CONCLUSION AND MANAGERIAL IMPLICATIONS
    8. APPENDIX
  13. Chapter 5: Self-Driving Cars
    1. ABSTRACT
    2. PRELUDE
    3. BACKGROUND
    4. WHY SELF-DRIVING VEHICLES?
    5. CHALLENGES AHEAD
    6. THE ROAD AHEAD
    7. CONCLUSION
  14. Chapter 6: International Diversity Management Approaches for Marketing to Create Innovation
    1. ABSTRACT
    2. INTRODUCTION
    3. INTERNATIONAL DIVERSITY MANAGEMENT (IDM)
    4. IDM APPROACHES: PROCESS AND STRUCTURE
    5. IDM APPROACHES: SUITABILITY FOR MARKETING
    6. RELEVANCE OF IDM FOR MARKETING
    7. IDM AND INNOVATION
  15. Chapter 7: Job Hunting Experiences of Bicultural Students in Japan
    1. ABSTRACT
    2. INTRODUCTION
    3. JOB HUNTING IN JAPAN
    4. BICULTURALISM
    5. CASE STUDIES
    6. CONCLUSION
  16. Chapter 8: Expanding Technology-Based Transcultural Diffusion
    1. ABSTRACT
    2. INTRODUCTION
    3. INNOVATION AND MARKET ENTRY
    4. THE VENTURE CAPITAL (VC) INDUSTRY
    5. TECHNOLOGY COMMERCIALISATION
    6. FINDINGS
    7. CONCLUSION
  17. Chapter 9: The Term “Global” in Cross-Cultural Studies
    1. ABSTRACT
    2. INTRODUCTION
    3. GLOBAL DEBATE AND CROSS-CULTURAL RESEARCH
    4. LINGUISTIC CONSIDERATIONS ABOUT CONCORDANCES
    5. MAIN CONCLUSION AND FUTURE CHALLENGES
    6. APPENDIX
  18. Chapter 10: The Strategic Use of Social Media in the Fashion Industry
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL OVERVIEW
    4. EVOLVING SOCIAL MEDIA ENVIRONMENT
    5. TOWARDS NEW BRAND RELATIONSHIPS
    6. SOCIAL MEDIA AND MARKETING STRATEGIES
    7. METHODS
    8. FINDINGS
    9. CONCLUSION
  19. Chapter 11: How Marketing Capabilities Create Competitive Advantage in Turkey
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. TURKEY AS A MAJOR EMERGING MARKET
    4. 3. MARKETING CAPABILITIES
    5. 4. EMPIRICAL STUDY
    6. 5. CONCLUSION
  20. Chapter 12: Ethos, Pathos, and Logos of Doing Business Abroad
    1. ABSTRACT
    2. INTRODUCTION
    3. MARKETING, ADVERTISING, AND GLOBAL BRANDING
    4. GEERT HOFSTEDE: FIVE DIMENSIONS OF NATIONAL CULTURE
    5. TRANSCULTURAL CONSUMERS’ BEHAVIOR
    6. CRITIQUE OF THE FIFTH DIMENSION
    7. RECOMMENDATIONS
    8. CONCLUSION
  21. Chapter 13: Incremental and Radical Service Innovation in Living Labs
    1. ABSTRACT
    2. INTRODUCTION
    3. SERVICE INNOVATION IN LIVING LABS
    4. INCREMENTAL AND RADICAL INNOVATION OUTCOMES
    5. THEORETICAL FRAMEWORK
    6. METHODOLOGY
    7. FINDINGS
    8. CONCLUSION
    9. LIMITATIONS AND FUTURE RESEARCH
  22. Chapter 14: Modernization without Westernization
    1. ABSTRACT
    2. INTRODUCTION
    3. MODERNIZATION WITHOUT WESTERNIZATION
    4. PERCEPTIONS OF SAUDIS TOWARDS “MODERNIZATION WITHOUT WESTERNIZATION”
    5. DISCUSSION
    6. CONCLUSION
  23. Chapter 15: Strategic Transcultural Marketing Management and Global Competitiveness
    1. ABSTRACT
    2. INTRODUCTION
    3. 1. A BRIEF REVIEW OF THE HISTORICAL AND CURRENT PERSPECTIVES OF STRATEGIC MANAGEMENT
    4. 2.
    5. 3. THE MODEL OF GLOBAL STRATEGIC MANAGEMENT PROCESS IN THE GLOBAL CONTEXT
    6. 4. STRATEGIC INTENT
    7. 5. THE PROCESS OF DEVELOPING A GLOBAL VISION
    8. 6. THE ENVIRONMENTAL SCANNING
    9. 7. STAGES OF STRATEGIC MANAGEMENT
    10. 8. OBJECTIVES OF GLOBAL STRATEGIC MANAGEMENT AND COMPETITIVENESS
    11. 9. FOREIGN COUNTRY ENTRY MODE
    12. 10. TRENDS IN GLOBAL STRATEGIC MANAGEMENT
    13. 11. DISCUSSION QUESTIONS
  24. Chapter 16: Innovation in the 21st Century Organization
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. PROCESS OF INNOVATION
    5. CORPORATE INNOVATION PROCESSES
    6. THE FRAMEWORK
    7. INNOVATIVE CAPACITY
    8. APPROACHES TO INNOVATION
    9. ORGANIZATIONAL CLIMATE
    10. IMPLICATIONS AND RECOMMENDATIONS
    11. FUTURE RESEARCH DIRECTIONS
    12. CONCLUSION
  25. Chapter 17: E-Marketing and Online Consumer Behavior
    1. ABSTRACT
    2. INTRODUCTION
    3. INTERNET USER DEMOGRAPHICS
    4. INTERNET USAGE PARAMETERS
    5. PRE-PURCHASE BEHAVIOR AND CONSUMER DECISION MAKING
    6. E-COMMERCE
    7. POST-PURCHASE BEHAVIOR
    8. MODEL SUMMARY
  26. Chapter 18: Crowdsourcing for Transcultural Marketing and Innovation
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. METHOD AND CASES
    5. RESULTS
    6. CONCLUSION
  27. Chapter 19: The Starbucks Culture
    1. ABSTRACT
    2. ONE COMPANY, SO MANY DIFFERENCES
    3. RESPONSIBILITY BEYOND COFFEE
    4. CONCLUSION
  28. Chapter 20: Importance of Perpetual Government-University-Industry (GUI) Collaboration Today
    1. ABSTRACT
    2. INTRODUCTION
    3. THE JAPANESE CASE
    4. THE USA CASE
    5. THE CHINA-INDIA CASES
    6. DISCUSSION
  29. Chapter 21: Consumer Purchasing Behaviour towards Organic Products in Thailand
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 3. RESEARCH METHODS AND DATA
    4. 4. RESEARCH RESULTS
    5. 5. CONCLUSION AND DISCUSSION
  30. Chapter 22: Factors Affecting Electronic Service Brand Equity
    1. ABSTRACT
    2. INTRODUCTION
    3. 1. CONCEPTUAL FRAMEWORK
    4. 2. ELECTRONIC SERVICE BRAND EQUITY
    5. 3. LITERATURE REVIEW
    6. 4. RESEARCH MODEL FRAMEWORK
    7. CONCLUSION
  31. Compilation of References
  32. About the Contributors