FRONT COVER -- INTERDISCIPLINARY APPROACHES TO PRODUCT DESIGN, INNOVATION, & BRANDING IN INTERNATIONAL MARKETING -- COPYRIGHT PAGE -- CONTENTS -- LIST OF CONTRIBUTORS -- INTRODUCTION -- ACKNOWLEDGMENT -- REFERENCES -- PART I: INTERDISCIPLINARY APPROACHES TO BRANDING -- BUILDING MARKET-BASED ASSETS IN A GLOBALLY COMPETITIVE MARKET: A LONGITUDINAL STUDY OF AUTOMOTIVE BRANDS -- WHY BUILDING MARKETING ASSETS MATTERS -- CONSUMER-BASED DIMENSIONS OF BRAND EQUITY -- CONCEPTUAL FRAMEWORK -- METHOD -- RESULTS -- DISCUSSION -- LIMITATIONS AND DIRECTIONS FOR FUTURE RESEARCH -- REFERENCES -- TRANSFERRING CORPORATE BRAND IMAGE TO LOCAL MARKETS: GOVERNANCE DECISIONS FOR MARKET ENTRY AND GLOBAL BRANDING STRATEGY -- THE RELATION BETWEEN BRAND AND GOVERNANCE -- FACTORS AFFECTING BRAND GOVERNANCE FORM DECISION -- THEORETICAL AND MANAGERIAL RELEVANCE: ACTION PLAN FOR BRAND MARKET ENTRY -- LIMITATIONS AND FUTURE RESEARCH DIRECTIONS -- REFERENCES -- THE IMPACT OF LUXURY BRAND-RETAILER CO-BRANDING STRATEGY ON CONSUMERS' EVALUATION OF LUXURY BRAND IMAGE: THE CASE OF TAIWAN -- INTRODUCTION -- LITERATURE REVIEW AND HYPOTHESES -- METHODOLOGY -- RESULTS -- DISCUSSIONS AND IMPLICATIONS -- LIMITATIONS AND FUTURE RESEARCH -- REFERENCES -- HOW SHOULD A GLOBAL BRAND MANAGER RESPOND TO AN AMBIGUOUS PRODUCT HARM CRISIS? -- PRESSURE TO RESOLVE THE UNCERTAINTY REGARDING WHO'S TO BLAME: THE KEY ROLE OF UNCERTAINTY AVOIDANCE AND THE PERCEIVED SEVERITY OF A CRISIS -- FACTORS INFLUENCING WHO TO BLAME IN ORDER TO RESOLVE THE UNCERTAINTY: THE ROLE OF PRIOR BELIEFS AND CROSS-CULTURAL DIFFERENCES IN INFORMATION PROCESSING BIASES -- HOW TO RESPOND? THE IMPORTANCE OF TAILORING THE RESPONSE TO THE CULTURAL CONTEXT -- NOTES -- REFERENCES -- PART II: INTERDISCIPLINARY APPROACHES TO PRODUCT DESIGN AND INNOVATION -- DESIGN IN THE EXPERIENCE ECONOMY: USING EMOTIONAL DESIGN FOR SERVICE INNOVATION.

EMOTIONAL DESIGN -- SERVICES AND EXPERIENCES -- EXPERIENTIAL VALUE -- AVOIDING A HOLLOW CORE -- SERVICE CORE AND SERVICE AUGMENTATION -- DESIGN -- TRANSLATING THE VOICE OF THE CUSTOMER -- DESIGN THINKING -- THE CUSTOMER JOURNEY -- EXPERIENCE STAGING -- CONCLUSIONS -- ACKNOWLEDGMENTS -- REFERENCES -- CROWDSOURCING FOR GOODNESS SAKE: IMPACT OF INCENTIVE PREFERENCE ON CONTRIBUTION BEHAVIOR FOR SOCIAL INNOVATION -- CROWDSOURCING FOR SOCIAL INNOVATION -- THE INFLUENCE OF MOTIVES AND OFFERED INCENTIVES ON CROWDSOURCING BEHAVIOR -- TOURNAMENT PARAMETERS AND THEIR IMPACT ON CONTRIBUTION BEHAVIOR -- SCRAPLAP DESIGN CONTEST - THE EMPIRICAL STUDY -- RESEARCH DESIGN -- FINDINGS -- DISCUSSION -- NOTES -- REFERENCES -- REESTABLISHING STYLING AS A PRIME INTEREST FOR THE MANAGEMENT OF DESIGN -- INTRODUCTION -- THE TABOO ON STYLING IN DESIGN -- MANAGING STYLING AND DESIGNERS AS STYLISTS -- UNDERSTANDING STYLING BEYOND SUPERFICIAL DECORATION -- DISCUSSION: A NEW RESEARCH AGENDA FOR STUDIES ON STYLING -- REFERENCES -- LEADERSHIP DEVELOPMENT BY DESIGN -- INTRODUCTION -- THE CHALLENGE OF WICKED PROBLEMS -- ARE WICKED PROBLEMS GETTING ''WICKED-ER?'' -- ADDRESSING WICKED PROBLEMS -- ARE TODAY'S LEADERS UP TO THE TASK? -- WHAT ABOUT TOMORROW'S LEADERS? -- CAN BUSINESS SCHOOLS ADDRESS THE LEADERSHIP PROBLEM? -- LEADERSHIP DEVELOPMENT BY DESIGN...? -- CHALLENGES FOR EDUCATORS -- EXPERIMENTAL INNOVATION: A PROPOSAL FOR MOVING THE NEEDLE WITH DESIGN THINKING -- REFERENCES -- DESIGNING EMPOWERMENT - DESIGN THINKING FOR SOCIAL IMPACT -- INTRODUCTION -- A SELF-HELP GROUP AS A PLATFORM -- THE ''DESIGNING EMPOWERMENT'' INITIATIVE -- BAREFOOT COLLEGE - EMPOWERED WOMEN -- THE EMPOWERMENT OF SHGS ENGAGED IN MICRO FINANCING -- THE DESIGNING EMPOWERMENT INITIATIVE -- CONCLUSION -- ACKNOWLEDGMENTS -- REFERENCES -- IMPROVING COLLABORATIVE CONCEPT EVALUATION USING CONCEPT ASPECT PROFILE.

EXPLORATORY PROBLEM IDENTIFICATION STUDIES -- CONCEPTUAL MODEL -- EXPERIMENTAL STUDIES -- GENERAL DISCUSSION -- REFERENCES -- PATENT RIGHTS: WHEN PATENT PROTECTION MAY EITHER ENCOURAGE OR DISCOURAGE INNOVATION -- INTRODUCTION -- PATENT PROTECTIONS: RIGHT OR WRONG? -- WHAT SHOULD BE DONE? - POLICY IMPLICATIONS -- MANAGERIAL AND INTERNATIONAL MARKETING IMPLICATIONS -- CONCLUSION -- REFERENCES -- PART III: INTERDISCIPLINARY APPROACHES TO STRATEGIC THOUGHT AND SOCIAL ENTREPRENEURSHIP -- MODELING THE IMPACT OF COMMITMENT-TRUST ON COOPERATION AND PERFORMANCE: THE SPECIFIC CASE OF EXPORTER AND INTERMEDIARIES RELATIONSHIPS -- INTRODUCTION -- THEORETICAL BACKGROUND -- METHOD -- MEASURES -- ANALYSIS -- LIMITATIONS OF THE STUDY AND FUTURE RESEARCH AVENUES -- CONCLUSIONS -- REFERENCES -- APPENDIX: SCALE ITEMS -- THE VALUE FLAME AT THE BASE OF THE PYRAMID (VFBOP): IDENTIFYING AND CREATING A VALUABLE MARKET -- INTRODUCTION -- UPDATES TO THE BOP MODEL -- CONCLUSION -- REFERENCES -- THE MOVEMENT OF MEANING ACROSS CULTURES: A CONCEPTUAL MODEL FOR UNDERSTANDING CROSS-CULTURAL CONSUMPTION -- INTRODUCTION -- CONCEPTUAL BACKGROUND -- ANALYTICAL FRAMEWORK AND METHOD -- CONCEPTUAL MODEL -- RESULTS -- CONCLUSION -- REFERENCES -- APPENDIX: INTERVIEW TOPICS -- BORN GLOBALS: HOW ARE THEY DIFFERENT? -- INTRODUCTION -- LITERATURE REVIEW -- HYPOTHESIS -- METHODOLOGY -- RESULTS -- DISCUSSION -- PRACTICAL IMPLICATIONS -- CONCLUSIONS -- REFERENCES -- ABOUT THE CONTRIBUTORS.