Emerging Issues in Global Marketing: A Shifting Paradigm

This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy.

This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape.

 - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada.

 Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing.

 - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK.

 This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficientinsights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders.  The strategic insights provided here are absolutely invaluable.  Don’t miss an opportunity to read this book!!

 - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.

James Agarwal (PhD: Georgia Tech) holds the Haskayne Research Professorship and is Full Professor of Marketing at the Haskayne School of Business, University of Calgary, Canada. Previously, he served as the CCAL Research Fellow, Research Director and Chair of Marketing at the Haskayne School of Business. His research interests are in Global Marketing, Consumer Psychology, Marketing Ethics, and Statistical Methods and has published over fifty papers in major refereed journals, proceedings, and book chapters. He is on the editorial review boards of Journal of International Marketing and International Marketing Review. During his tenure, he has been listed in Most Prolific Scholars in International Business Research and has received several awards and honors.

Terry Wu is Professor of Business at the University of Ontario Institute of Technology, Canada. His research focuses on international marketing, marketing of higher education, globalization, and trade policy. His research has been published in academic journals including Management International Review, Columbia Journal of World Business, Journal of Marketing Management, International Marketing Review, Journal of Business and Industrial Marketing, Journal of International Communication, Thunderbird International Business Review, among others.