New Challenges to International Marketing -- Copyright page -- Contents -- List of contributors -- Part I. Intrenationalization -- Chapter 1. Introduction -- Internationalization -- Entrepreneurship and functional advancements -- Collaborative relationships -- Methodological advances -- Acknowledgments -- References -- Chapter 2. The propensity to continue internationalization: A study of entrepreneurial decision-making in Australian service firms -- 1. Decision-making in the internationalization process -- 2. The propensity to continue internationalization: A model -- 3. Research design -- 4. Analysis -- 5. Discussion -- 6. Managerial implications -- 7. Conclusions -- Notes -- References -- Chapter 3. Factors influencing the internationalisation process of UK firms in Asia -- Research background and theoretical framework -- Research methodology -- Case study 1: Marks & Spencer in Hong Kong -- Case study 2: Marks & Spencer in Thailand -- Discussion: Case comparison -- Conclusion -- References -- Chapter 4. Tourism as a leverage of internationalization for consumer goods firms: A case study approach -- 1. Introduction -- 2. Knowledge and internationalization -- 3. Methodology and interview analysis -- 4. Discussion and propositions -- 5. Concluding remarks -- Note -- References -- Part II. Entrepreneurship and Functional Advancements -- Chapter 5. Relationships between the dimensions of international growth orientation, environmental turbulence, and strategic orientations -- Multidimensional international growth and growth orientation -- Methodology -- Discussion and conclusions -- References -- Chapter 6. Internationalisation and technological innovation: Empirical evidence on their mutual relationship -- Previous research on firm internationalisation and innovation -- Theoretical frameworks and preliminary conceptual model -- Methodology.

Analysis of the cases -- Conclusions -- Future research lines and limitations of the study -- Note -- Acknowledgments -- References -- Chapter 7. The role of innovative and entrepreneurial behavior in internationalization processes -- Methodology -- The 'innovation-related internationalization model' -- The 'international entrepreneurship model' -- Discussion and implications for international marketing -- References -- Chapter 8. Brand image perceptions across cultures: a study of symbolic and functional associations -- Theoretical background -- Method -- Analysis and findings -- Discussion of findings -- Managerial implications and further research suggestions -- References -- Part III. Collaborative Relationships -- Chapter 9. Do firms create value through international strategic alliances? -- Theoretical model -- Methods -- Analysis -- Discussion -- Limitations and directions for future research -- References -- Chapter 10. What causes break-ups? Factors driving the dissolution of marketing-oriented international joint ventures -- Literature review -- Theoretical framework and hypotheses -- Data and method -- Results -- Conclusion and discussions -- References -- Chapter 11. Geographic market diversification: A premium or discount in firm's value -- Diversification decision and its outcomes -- A general model of geographic diversification and performance relationship -- Findings about geographic diversification -- Empirical challenges and validity of findings -- Recommendations -- Conclusion -- Notes -- References -- Part IV. Methodological Advances -- Chapter 12. The use of partial least squares path modeling in international marketing -- 1. Applications of PLS path modeling in international marketing -- 2. PLS path modeling -- 3. Evaluation of PLS path model results -- 4. Summary and conclusion -- References.

Chapter 13. Advancing the understanding of construct validity and cross-national comparability: illustrated by a five-country study of corporate export information usage -- Comparability of measures across national borders -- Rasch model for measurement -- Empirical illustration: Export information usage -- Results -- Discussion of conclusions and implications -- Notes -- References -- Chapter 14. The dynamics of technological readiness in marketing units: Why cross-cultural examination is necessary -- Theoretical foundation -- Conceptual development -- Research methodology -- Results -- Discussion and managerial implications -- Conclusion -- References -- Appendix. Interdependence and performance manipulations (see Bachrach et al., 2006) -- Chapter 15. Methodological rigor of ordinary least squares regression studies in mainstream marketing: An assessment of research reported in the Journal of Marketing -- Description of the method -- Key issues in the application of OLS regression -- Post-hoc analysis -- Prescriptive suggestions -- Conclusion -- Notes -- References.