We are pleased to announce the publication of Volume 23 in the Advances in International Marketing book series:

Interdisciplinary Approaches to Product Design, Innovation, and Branding in International Marketing

Editors: K. Scott Swan and Shaoming Zou
ISBN: 9781781900161

Synopsis

Interdisciplinary approaches are critical to solve the interesting problems of the day. Branding, product design, and innovation are topics that have not been covered in the series so far but have been gaining attention. In all three cases, there is significant research and practitioner interest. This volume seeks to capture and synthesize the cutting-edge knowledge in the area of branding, product design, innovation, and strategic thought in international marketing. This volume was conceived from a conference held at The College of William & Mary where speakers from many fields – including business, arts, architecture, industrial design, and engineering – were invited to share their methods, findings and insights. The interdisciplinary nature of the conference and this subsequent volume serve to help us gain an appreciation for alternative perspectives while also facilitating cross-disciplinary research in these important areas.

Introduction
Scott Swan, Shaoming Zou

PART I: INTERDISCIPLINARY APPROACHES TO BRANDING

Building Market-Based Assets in a Globally Competitive Market: A Longitudinal Study of Automotive Brands
Janell D. Townsend, S. Tamer Cavusgil, Roger J. Calantone

Transferring Corporate Brand Image to Local Markets: Governance Decisions for Market Entry and Global Branding Strategy
Hannah S. Lee, David A. Griffith

The Impact of Luxury Brand-Retailer Co-Branding Strategy on Consumers’ Evaluation of Luxury Brand Image: The Case of Taiwan
Shih-Ching Wang, Primidya K. Soesilo, Dan Zhang, C. Anthony Di Benedetto

How Should a Global Brand Manager Respond to an Ambiguous Product Harm Crisis?
Daniel Laufer

PART II: INTERDISCIPLINARY APPROACHES TO PRODUCT DESIGN AND INNOVATION

Design in the Experience Economy: Using Emotional Design for Service Innovation
Ahmad Beltagui, Marina Candi, Johann C.K.H. Riedel

Crowdsourcing for Goodness Sake: Impact of Incentive Preference on Contribution Behavior for Social Innovation
Johann Füller, Katja Hutter, Mirijam Fries

Reestablishing Styling as a Prime Interest for the Management of Design
Oscar Person, Dirk Snelders, Jan Schoormans

Leadership Development by Design
Jim Olver

Designing Empowerment – Design Thinking for Social Impact
Akshay Sharma

Improving Collaborative Concept Evaluation Using Concept Aspect Profile
Soren Ingomar Petersen, Jaewoo Joo

Patent Rights: When Patent Protection May Either Encourage or Discourage Innovation
Brent B. Allred

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
José Carlos M.R. Pinho

The Value Flame at the Base of the Pyramid (VFBOP): Identifying and Creating a Valuable Market
Robert L. Williams, Maktoba Omar, Ujvala Rajadhyaksha

The Movement of Meaning Across Cultures: A Conceptual Model for Understanding Cross-Cultural Consumption
Helene de Burgh-Woodman

Born Globals: How are they Different?
Ho Yin Wong, Bill Merrilees

About the Contributors

For inspection or review requests please email adoptionrequests@emeraldinsight.com

This title is available to purchase from the Emerald Bookstore and other online retailers. The eBook is available through the Emerald Business, Management and Economics eBook collection. Individual chapters can be purchased or rented online.

More information on the series is available at the homepage:

http://www.emeraldinsight.com/products/books/series.htm?id=1474-7979

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