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1、TheFutureofGlobalBusinessTheFutureofGlobalBusinessAReaderMichaelR.CzinkotaMcDonoughSchoolofBusiness,GeorgetownUniversityandtheUniversityofBirmingham,U.K.MasaakiKotabeInstituteofGlobalManagement,TempleUniversity,Philadelphia,P.A.IlkkaA.RonkainenMcDonoughSchoolofBusiness,Geor
2、getownUniversity,Washington,D.C.Firstpublished2011byRoutledge711ThirdAvenue,NewYork,NY10017SimultaneouslypublishedintheUKbyRoutledge2ParkSquare,MiltonPark,Abingdon,OxonOX144RNRoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusinessThiseditionpublishedintheTaylor&Franc
3、ise-Library,2011.TopurchaseyourowncopyofthisoranyofTaylor&FrancisorRoutledge’scollectionofthousandsofeBookspleasegotowww.eBookstore.tandf.co.uk.©2011Taylor&FrancisTherightoftheeditorstobeidentifiedastheauthorsoftheeditorialmaterial,andoftheauthorsfortheirindividualchapters,h
4、asbeenassertedbytheminaccordancewithsections77and78oftheCopyright,DesignsandPatentsAct1988.Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedorutilisedinanyformorbyanyelectronic,mechanical,orothermeans,nowknownorhereafterinvented,includingphotocopyingandrecording,
5、orinanyinformationstorageorretrievalsystem,withoutpermissioninwritingfromthepublishers.TrademarkNotice:Productorcorporatenamesmaybetrademarksorregisteredtrademarks,andareusedonlyforidentificationandexplanationwithoutintenttoinfringe.LibraryofCongressCataloginginPublicationDa
6、taThefutureofglobalbusiness:areader/[editedby]MichaelRCzinkota,IlkkaARonkainen,MasaakiKotabe.p.cm.1.Exportmarketing.2.Internationalbusinessenterprises.3.Internationaltrade.I.Czinkota,MichaelR.II.Ronkainen,IlkkaA.III.Kotabe,Masaaki.HF1416.F882011338.8'8—dc222010022288ISBN0-2
7、03-87813-2Mastere-bookISBNISBN13:978-0-415-80093-8(hbk)ISBN13:978-0-203-87813-2(ebk)ToIlonaandMargaret.MRCTomychildreninpursuitoftheirdreams.MKToSirkkaandAlpoRonkainen.IARTableofContentsAbouttheEditorsxiv1.RoleofResearchinInternationalMarketing11.1Czinkota,MichaelR.andIlkka
8、A.Ronkainen,“AnInternationalMarketingManifesto,”JournalofInternationalMarketing11,
