Interdisciplinary approaches to product design, innovation, & branding in international marketing / edited by K. Scott Swan, Shaoming Zou.

Format:

Book

Contributor:

Swan, K. Scott.

Zou, Shaoming.

Series:

Advances in international marketing ; v. 23.

Advances in international marketing, 1474-7979 ; v. 23

Language:

English

Subjects (All):

Branding (Marketing).

Export marketing.

Physical Description:

1 online resource (360 p.)

Edition:

1st ed.

Other Title:

Interdisciplinary approaches to product design, innovation, and branding in international marketing

Place of Publication:

Bingley : Emerald, 2012.

Language Note:

English

Summary:

Interdisciplinary approaches are critical to solve the interesting problems of the day. Branding, product design, and innovation are topics that have not been covered in the series so far but have been gaining attention. In all three cases, there is significant research and practitioner interest. This volume seeks to capture and synthesize the cutting-edge knowledge in the area of branding, product design, innovation, and strategic thought in international marketing. This volume was conceived from a conference held at The College of William & Mary where speakers from many fields - including business, arts, architecture, industrial design, and engineering - were invited to share their methods, findings and insights. The interdisciplinary nature of the conference and this subsequent volume serve to help us gain an appreciation for alternative perspectives while also facilitating cross-disciplinary research in these important areas.

Contents:

Introduction / Scott Swan, Shaoming Zou

Building market-based assets in a globally competitive market : a longitudinal study of automotive brands / Janell D. Townsend, S. Tamer Cavusgil, Roger J. Calantone

Transferring corporate brand image to local markets : governance decisions for market entry and global branding strategy / Hannah S. Lee, David A. Griffith

The impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image : the case of Taiwan / Shih-Ching Wang, Primidya K. Soesilo, Dan Zhang, C. Anthony Di Benedetto

How should a global brand manager respond to an ambiguous product harm crisis? / Daniel Laufer

Design in the experience economy : using emotional design for service innovation / Ahmad Beltagui, Marina Candi, Johann C.K.H. Riedel

Crowdsourcing for goodness sake : impact of incentive preference on contribution behavior for social innovation / Johann Füller, Katja Hutter, Mirijam Fries

Reestablishing styling as a prime interest for the management of design / Oscar Person, Dirk Snelders, Jan Schoormans

Leadership development by design / Jim Olver

Designing empowerment : design thinking for social impact / Akshay Sharma

Improving collaborative concept evaluation using concept aspect profile / Soren Ingomar Petersen, Jaewoo Joo

Patent rights : when patent protection may either encourage or discourage innovation / Brent B. Allred

Modeling the impact of commitment-trust on cooperation and performance : the specific case of exporter and intermediaries relationships / José Carlos M.R. Pinho

The value flame at the base of the pyramid (VFBOP) : identifying and creating a valuable market / Robert L. Williams, Maktoba Omar, Ujvala Rajadhyaksha

The movement of meaning across cultures : a conceptual model for understanding cross-cultural consumption / Helene de Burgh-Woodman

Born globals : how are they different? / Ho Yin Wong, Bill Merrilees.

Notes:

Description based upon print version of record.

Includes bibliographical references.

Current Copyright Fee: GBP23.40 0.

Print version record

ISBN:

9786613901170

9781283588720

1283588722

9781781900178

1781900175

OCLC:

811576287