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

In putting together this volume of the Advances in International Marketing series, editors Swan (College of William and Mary) and Zou (U. of Missouri-Columbia) hope to promote "lateral thinking" about design, innovation, and branding by seeking a broadly interdisciplinary group of contributors that approach the topic from the fields of strategy, industrial design, operations, technology, and marketing. Fifteen papers are presented, addressing such topics as transferring corporate brand image to local markets, the impact of luxury brand-retailer co-branding strategy on consumers' evaluation of luxury brand image in Taiwan, global brand manager response to an ambiguous product harm crisis, using emotional design for service innovation in the experience economy, impact of incentive preference on contribution behavior for social innovation, the role of patent protection in encouraging or discouraging innovation, and a conceptual model for understanding cross-cultural consumption. Distributed in North America by Turpin Distribution. Annotation c2012 Book News, Inc., Portland, OR (booknews.com)