Transcultural Marketing for Incremental and Radical Innovation

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9781466647497: Transcultural Marketing for Incremental and Radical Innovation
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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.

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About the Author:

Bryan Christiansen has been the Chairman of PryMarke, LLC since 2004, a Business Analytics and Management Consultancy in Michigan, USA. He has also been an Adjunct Business Professor since 2003 at Capella University and Ellis University (formerly Ellis College of New York Institute of Technology) in the USA and Gumushane University in Turkey. Born in Washington, DC and raised in Asia, Bryan is fluent in Chinese, Japanese, Spanish, and Turkish and has traveled to 38 countries during his 27-year business career with Global 500 firms and smaller. Bryan is an avid writer on business and education subjects and is currently based in Istanbul, Turkey where he is doing research for future books on these topics. Bryan holds a Bachelors degree in Marketing from the University of the State of New York and an MBA degree from Capella University. He will complete his Doctor of Business Administration (DBA) degree in International Business at Walden University in 2013.

Salih YILDIZ was born in Trabzon-Surmene on 06/08/1982. He graduated from Of Merkez Primary School and then Surmene Hasan Sadri Yetmisbir Anatolian High School. In 2000, he started Karadeniz Technical University, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. He graduated in 2004 and continued his studies at Karadeniz Technical University, at the Institute of Social Sciences, Department of Master of Business Administration in the same year. In 2005, he started working at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration as a Research Assistant at the Faculty of Economics and Administrative Sciences, Department of Business Administration. After getting his Masters degree in 2007, he began his Ph.D. at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration. In 2009, he transferred to Gumushane University as a lecturer, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. He served as the Deputy Head of Department between the years 2010 and 2011. After completing his Ph.D., he started working at Gumushane University where he currently works as an Assistant Professor at the Faculty of Economics and Administrative Sciences, Department of Business Administration since 2011.

Review:

This book makes us understand global marketing's transcultural contexts and shows how to determine whether offerings for consumption need to be imagined in fresh and innovative ways. This book makes us think about innovation in every level of corporate life, in a variety of forms, and how we need the government-university-industry collaboration in every level of business organizations. I highly recommend this book. It shows new ways to execute global marketing and explains how different countries need to understand these new methods. --Özlem TOPTAS, American Culture Association Language Schools, Turkey

In the era of globalization with hyper-competition, transcultural marketing for incremental and radical innovation is a very important subject. This handbook has a collection of research papers on recent transcultural marketing for incremental and radical innovation in various cultures and countries and how they impact business growth. The subject area is timely and the handbook is useful to academic researchers, business practitioners, and government policy-makers. --Professor Ye-Sho Chen, Director of Globalization, Louisiana State University USA

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