Contemporary Euromarketing: Entry and Operational Decision Making

Discover how European firms operate in the global marketplace

Contemporary Euromarketing examines the strategies of small and medium-sized firms that sell their products and services in international markets, with a special focus on international new ventures (INV) and born globals (BG). Academics and researchers working in Finland, Spain, Denmark, Italy, France, Portugal, and the Czech Republic analyze both outward and inward types of operations, foreign sourcing, and foreign partner selection. The book also addresses international counterfeiting and the impact of culture on advertising related issues.

Contemporary Euromarketing includes results of surveys and interviews with more than 1,000 European companies and case studies of software firms, export circles, and print media to present analytical insights on the internal and external aspect of marketing in the European Union. This unique book examines the vital issues facing European markets and marketing systems in dealing with global economics, including inter- and intra-trade activities, export behavior, marketing strategies and practices, marketing implications of strategic alliances, public sector marketing, comparative marketing systems, buyer-seller interactions, and business customs and practices among European countries.

Topics examined in Contemporary Euromarketing include:

• a conceptual growth model with typical starting points, pathways, and outcomes of international growth
  
• whether partner commitment to export cooperation leads to a higher degree of success
  
• differences in international development of INVs and how/why differences are manifested
  
• the relationship between export intensity and different types of performance by structural equation modeling (SEM) analysis
  
• description of the stages of the internationalization process and its link to performance
  
• international sourcing as an entrepreneurial act
  
• the relationship between partner selection and international joint venture (IJV) performance
  
• differences and similarities between magazine advertisements in France and the Czech Republic
  
• the effects of provocative advertising imagery on consumers’ attitudes toward product
  
• factors that attract international counterfeiting to the European Union
  
• and much more!

Contemporary Euromarketing is an essential resource for practitioners, academics, and policymakers involved in the European Union’s growing role in the global marketplace.