Cover; Title; Copyright; Contents; List of Tables; List of Figures; List of Contributors; Editorial page; 1 The "Global Logistics and International Business 2.0" Curriculum Internationalization Experience; 2 Crisis Management Challenges in a Socially Networked World: BP's Response to the Gulf of Mexico Oil Spill; 3 The SHARP Conceptual Framework for Young African-American Adults ... What Is Cool?; 4 Exotic, Erogenous, Erotica: Veiled Signs of "Advertising Erotica" for Luxury Brands; 5 How "American" Are "All-American" Brands? A Case of Gap, Inc. as "Made in America" Brand
6 US Securities and Exchange Commission Charges Thornburg Mortgage, Inc. for Fraudulent Accounting7 Drops in the Glass: The Influence of Alcohol Advertising on Young Adults; Index
Summary
International Business (IB) is a complex and interdisciplinary field. It encompasses regular currency and political risks alongside fundamental uncertainties and variations in international development, collaboration, social values, and shared objectives. As globalization expands our markets across national boundaries, institutional innovation and experimentation is essential for countries to brand their products globally and develop internationally acclaimed products. The contributors of International Business Realisms analyze instances of interdisciplinary marketing and branding for the global market place and distill practical implications for effective international and domestic marketing
