Chapter 1: Introduction
Part A: From Exporter to the Born-Global Firm.-Chapter 2: Innovation, organizational capabilities, and the born-global firm
Chapter 3: The export development process: an intergrative review of empirical models
Part B: International Buyer-Seller Relationships and Partnerships
Chapter 4: Trust and performance in cross-border marketing partnerships: A behavioral approach
Part C: Brands and Branding in International Marketing
Chapter 5: How perceived brand globalness creates brand value:- Chapter 6: Brand origin recognition accuracy: its antecedents and consumers' cognitive limitations
Part D: The Consumer in International Marketing
Chapter 7: Cosmopolitan consumers as a target group for segmentation
Chapter 8: Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods
Part E: New Frontiers in International Marketing
Chapter 9: Chief marketing officers' discretion and firms' internationalization: An empirical investigation
Chapter 10: Sharing economy: International marketing strategies.