Free ebooks ==> www.com Trim Size: 8.5in x 11in k Kotabe ftoc.tex V2 - 11/14/2016 11:54am Page xvi Free ebooks ==> www.com k k Free ebooks ==> www.com 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 GLOBAL MARKETING MANAGEMENT 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 7TH EDITION Masaaki Kotabe Temple University Kristiaan Helsen Hong Kong University of Science and Technology k k www.com k k Free ebooks ==> www.com DEDICATION To Lorraine, Akie, Euka, and Hiro —M. VP AND EDITORIAL DIRECTOR George Hoffman EDITORIAL DIRECTOR Veronica Visentin EXECUTIVE EDITOR Lise Johnson SPONSORING EDITOR Jennifer Manias EDITORIAL MANAGER Gladys Soto CONTENT MANAGEMENT DIRECTOR Lisa Wojcik CONTENT MANAGER Nichole Urban SENIOR CONTENT SPECIALIST Nicole Repasky PRODUCTION EDITOR Ameer Basha PHOTO RESEARCHER Billy Ray COVER PHOTO CREDIT © harper kt/Shutterstock.com; © mokokomo/Shutterstock.com This book was set in 10/12 TimesLTStd by SPi Global and printed and bound by Lightning Source Inc. The cover was printed by Lightning Source Inc. Founded in 1807, John Wiley & Sons, Inc.
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| Helsen, Kristiaan, author. Title: Global marketing management / Masaaki Kotabe, Kristiaan Helsen. Description: Seventh Edition. | Revised edition of the authors’s Global marketing management, 2014.
Identifiers: LCCN 2016033526 | ISBN 9781119298847 (pbk.) | ISBN 9781119298717 (epub) | ISBN 9781119298663 (Adobe pdf) Subjects: LCSH : Export marketing—Management. | International business enterprises—Management. Classification: LCC HF1416 .8/4—dc23 LC record available at https://lccn.gov/2016033526 The inside back cover will contain printing identification and country of origin if omitted from this page. In addition, if the ISBN on the back cover differs from the ISBN on this page, the one on the back cover is correct.com k Trim Size: 8.5in x 11in k Kotabe fbetw.tex V1 - 11/14/2016 11:54am Page iii 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 ABOUT THE AUTHORS Masaaki “Mike” Kotabe holds the Washburn Chair Professorship in International Business and Marketing at the Fox School of Busi- ness at Temple University.
Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fel- low and Professor of Marketing and International Business at the University of Texas at Austin. Kotabe has been elected to serve on the Executive Board of the Academy of International Business as President-Elect (2015–16), President (2016–17), and President-Immediate Past (2017–18). He also currently serves on the Board of Directors of the Japan Marketing Academy. He received his Ph.
in Marketing and International Business at Michigan State University. Kotabe has taught international marketing, global sourcing strategy (R&D, manufacturing, and marketing interfaces) at the under- graduate and MBA levels and theories of international business at the Ph. level, among others. He has lectured widely at various business schools around the world, including Austria, Germany, Finland, Norway, Sweden, Turkey, Brazil, Colombia, Mexico, China, Japan, Korea, Taiwan, Indonesia, Vietnam, and New Zealand.
For his research, he has worked closely with leading companies such as AT&T, Kohler, NEC, Nissan, Philips, Sony, and Seven & i Holdings (parent of 7-Eleven stores) and served as advisor to the United Nations’ and World Trade Organization’s Executive Forum on National Export Strategies. Kotabe has written more than 100 scholarly publications. His numerous k research articles have appeared in journals such as Journal of Marketing, Journal of International Business Studies, Strategic Management Journal, and Academy of Man- agement Journal. His books include Global Sourcing Strategy: R&D, Manufacturing, Marketing Interfaces (1992), Japanese Distribution System (with Michael R.
Czinkota, 1993), Anticompetitive Practices in Japan (with Kent W. Wheiler, 1996), MERCOSUR and Beyond (1997), Market Revolution in Latin America: Beyond Mexico (with Ricardo Leal, 2001), Emerging Issues in International Business Research (with Preet Aulakh, 2002), Global Supply Chain Management (with Michael J. Mol, 2006), and SAGE Handbook of International Marketing (with Kristiaan Helsen, 2009). He currently serves as the Editor of the Journal of International Management and also serves/has served on the editorial boards of the Journal of Marketing, the Journal of International Business Studies, the Journal of International Marketing, the Journal of World Business, the Journal of the Academy of Marketing Science, the Journal of Business Research, and the Thunderbird International Business Review, among others.
For his significant contribution to international business research and education, Dr. Kotabe was elected a Fellow of the Academy of International Business in 1998 and a Fellow of the Japan Academy of International Business Studies in 2016. Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for 5 years.
He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and CEIBS (Shanghai). Helsen received his Ph. in Marketing at the Wharton School of the University of Pennsylvania. iii k Trim Size: 8.5in x 11in k Kotabe fbetw.tex V1 - 11/14/2016 11:54am Page iv iv • About the Authors His research areas include promotional strategy, competitive strategy, and hazard rate modeling.
His articles have appeared in journals such as Marketing Science, Jour- nal of Marketing, Journal of Marketing Research, and European Journal of Operations Research, among others. He also coedited the SAGE Handbook of International Mar- keting with Masaaki Kotabe. Helsen is on the editorial board of the International Journal of Research in Marketing.5in x 11in k Kotabe fpref.tex V1 - 11/14/2016 11:54am Page v 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 PREFACE FOUR FUNDAMENTAL ISSUES ADDRESSED 䉬 䉬 䉬 䉬 䉬 䉬 䉬 䉬 IN THE SEVENTH EDITION We have continued to receive many letters and e-mail messages as well as user reviews on Amazon.com, among others, from instructors, students, and business executives around the world who used the previous editions of our Global Marketing Manage- ment. Their comments have been very favorable.
Thanks to the increased desire in many parts of the world for access to our book in their own languages, our book has been translated into Chinese, Japanese, Portuguese, and Spanish. However, we just cannot be sitting on our laurels. As the world around us has been constantly changing, the content and context of our book also have to change to reflect the climate of the time. As we all know, the Great Recession of 2009—the worst global financial crisis since the Great Depression of 1929—brought the global economy to a screeching halt and has since changed the global marketing environment completely.
More recently, even some of the rapidly growing emerging markets such as China and Brazil began to experience a significant economic slowdown in 2015. Furthermore, Britain’s decision to exit the European Union (known as the Brexit) and lingering uncertainties about the decision itself in late June 2016 have cast added economic and political uncertainty not only to Europe but also to the rest of the world. The continued global economic growth that many of us had taken for granted for many years proved to be a false assumption. Along with the global recession also came some serious doubts about the k k virtue of freer trading environments and unfettered global competition and increased awareness about corporate social responsibility (CSR) due to increased pollution and global warming and their potentially dire consequences.
In a way, it is a challenging period with so many changes occurring with unforeseeable consequences. We are fortunate enough to capture various changes in the market environment and describe them in this seventh edition of our book. In our mind, the role of a textbook is not only to describe today’s realities but also to extrapolate from them on how the future will unfold. After all, that is how mar- keting executives have to act and make correct decisions based on the facts they have gathered.
Today’s realities are a serendipitous product of past realities, and the future will be an uncharted course of events lying ahead of us. We constantly strive to help you better understand state-of-the-art marketing practices on a global basis with rele- vant historical background, current marketing environments, and logical explanations based on a massive amount of knowledge generated by marketing executives as well as by academic researchers from around the world. Therefore, the seventh edition of our book continues to build on four major changes that have taken place in the past decade or so. First, the landscape of the global econ- omy has changed drastically, particularly as a result of the global financial crisis and the ensuing lackluster global market environment.
The emergence of Brazil, Russia, India, and China, among others, as economic superpowers has been observed during the same period. So has the recent worrisome deceleration of these new powerhouse economies. Nevertheless, China’s role as the world’s factory is well established; India’s increased role in information technology development is obvious; and Brazil and Russia are still rich in mineral resources that are becoming scarce in the long run. Second, the explosive growth of information technology tools, including the inter- net and electronic commerce (e-commerce), has had a significant effect on the way we do business internationally.
This still continues to be an evolving phenomenon that we need to investigate carefully. On the one hand, everyone seems to agree that business v k Trim Size: 8.5in x 11in k Kotabe fpref.tex V1 - 11/14/2016 11:54am Page vi vi • Preface transactions will be faster and more global early on. And it is very true. As a result, mar- keting management techniques such as customer relationship management and global account management have become increasingly feasible.
