As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition.

Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Brand Equity
Cultural Intelligence (CQ) and Cultural Indoctrination
Culturally Diverse Markets
Culture and Ethnic Consumer Behavior
Market Entry Strategies
Product Life Cycles in International Markets
Radical Innovation in Transportation

Reviews & Statements

This book makes us understand global marketing's transcultural contexts and shows how to determine whether “offerings” for consumption need to be imagined in fresh and innovative ways. This book makes us think about innovation in every level of corporate life, in a variety of forms, and how we need the government-university-industry collaboration in every level of business organizations. I highly recommend this book. It shows new ways to execute global marketing and explains how different countries need to understand these new methods.

– Özlem TOPTAS, American Culture Association Language Schools, Turkey

In the era of globalization with hyper-competition, transcultural marketing for incremental and radical innovation is a very important subject. This handbook has a collection of research papers on recent transcultural marketing for incremental and radical innovation in various cultures and countries and how they impact business growth. The subject area is timely and the handbook is useful to academic researchers, business practitioners, and government policy- makers.

– Professor Ye-Sho Chen, Director of Globalization, Louisiana State University USA

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Editor/Author Biographies

Bryan Christiansen is the Chief Executive Officer of Tactical Systems, LLC in Indiana, USA. A former business lecturer at universities in Turkey, Russia, and the USA, he has traveled to 41 countries where he has conducted international business since 1985 in multiple languages and various industries with Global 500 firms and smaller. Christiansen received his Bachelor of Science degree in Marketing at the University of the State of New York in 1996 and his MBA degree at Capella University in 2003. The author of 20 Reference books on business, economics, and psychology, he is currently working on his Doctor of Business Administration degree at Middlesex University in London, England and is expected to graduate in 2020.

Salih YILDIZ was born in Trabzon-Surmene on 06/08/1982. He graduated from Of Merkez Primary School and then Surmene Hasan Sadri Yetmisbir Anatolian High School. In 2000, he started Karadeniz Technical University, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. He graduated in 2004 and continued his studies at Karadeniz Technical University, at the Institute of Social Sciences, Department of Master of Business Administration in the same year. In 2005, he started working at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration as a Research Assistant at the Faculty of Economics and Administrative Sciences, Department of Business Administration. After getting his Master’s degree in 2007, he began his Ph.D. at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration. In 2009, he transferred to Gumushane University as a lecturer, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. He served as the Deputy Head of Department between the years 2010 and 2011. After completing his Ph.D., he started working at Gumushane University where he currently works as an Assistant Professor at the Faculty of Economics and Administrative Sciences, Department of Business Administration since 2011.

Emel YILDIZ was born in Trabzon on 08/07/1984. She graduated from Arakli Merkez Primary School and then Surmene Hasan Sadri Yetmisbir Anatolian High School. In 2002, she started Karadeniz Technical University, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. She graduated in 2006 and continued her studies at Karadeniz Technical University, at the Institute of Social Sciences, Department of Master of Business Administration in the same year. After completing her Master’s Degree, in 2009 she started working at Gumushane University as a Research Assistant at the Faculty of Economics and Administrative Sciences, Department of Business Administration. In the same year, she began her Ph.D. at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration. After completing her Ph.D. in 2013, she started working at Gumushane University where she currently works as an Assistant Professor at the Faculty of Economics and Administrative Sciences, Department of Human Resources Management.

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