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