Edited by a scholar at the forefront of the field, this collection of articles represents the state of the art in International Marketing research, with particular emphasis on the conceptual framework and theory development in the field. The last two decades have seen significant changes for international marketing, with global political and economic liberalization trends creating tremendous business opportunities and challenges. Reviewing the core micro and macro topics to emerge during this key period, leading edge papers examine organizational and personal consumer behaviour, the implications for success of various entry modes, marketing strategy, global strategy and strategic alliances. Volume 1 looks at Consumer Behavior, Organizational Buying Issues, Country of Origin, Global Marketing Research and Methodological Issues. Volume 2 looks at Internationalization of Firms, Specific Modes of Entry, Exporting, and Licensing. Volume 3 looks at Franchising, Joint Ventures, Exit Strategies, Internet in Global Marketplace, and Marketing Strategies for Emerging Markets. Volume 4 looks at Competitive Strategy, Conceptual Development, Sources of Competitive Advantage and Performance Implications, Regionalization of Global Strategy, Strategic Alliances, Learning and Trust, and Recipes for Alliance Success. Volume 5 looks at Global Sourcing, Global Sourcing in a Service Context, Market Segmentation and Positioning, Global Standardization vs. Local Responsiveness, and Marketing Mix. Volume 6 looks at Global Product Strategy, Product Development, Global New Product Diffusion, Global Branding, Global Advertising, Global Pricing, and Global Distribution.