International Fragmentation: Impacts and Prospects for Manufacturing, Marketing, Economy, and Growth

166 Pages·2016·3.3 MB·English

by  Anshu Saxena Arora

INTERNATIONAL MARKETING
AND MANAGEMENT RESEARCH
Series Editor: A. Arora
INTERNATIONAL
FRAGMENTATION
Impacts and Prospects for
Manufacturing, Marketing,
Economy, and Growth
Edited by
Anshu Saxena Arora and
Sabine Bacouel-Jentjens
International Marketing and
Management Research
Series Editor
Anshu   Saxena   Arora
Savannah State University
Savannah ,   Georgia, USA
Guest Editor
Dr Sabine   Bacouel-Jentjens
ISC Paris Business School ,
Paris, France
International Marketing and Management: Perspectives from the Global
Logistics & International Business Education and Research Center pro-
vides a forum for academics and professionals to share the latest devel-
opments and advances in knowledge and practice of global business and
international management. It aims to foster the exchange of ideas on a
range of important international subjects and to provide stimulus for
research and the further development of international perspectives. The
international perspective is further enhanced by the geographical spread
of the contributors.
More information about this series at
http://www.springer.com/series/14845
Anshu S axena Arora • Sabine Bacouel-Jentjens
Editors
International
Fragmentation
Impacts and Prospects for Manufacturing,
Marketing, Economy, and Growth
Editors
Anshu Saxena Arora Sabine Bacouel-Jentjens
Savannah State University ISC Paris Business School
Savannah, Georgia, USA Poissy, France
International Marketing and Management Research
ISBN 978-3-319-33845-3 ISBN 978-3-319-33846-0 (eBook)
DOI 10.1007/978-3-319-33846-0
Library of Congress Control Number: 2016953615
© The Editor(s) (if applicable) and The Author(s) 2 016
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I M
NTERNATIONAL ARKETING AND
M R S
ANAGEMENT ESEARCH ERIES
ASSOCIATE EDITORS
Associate Editor: Inessa Korovyakovskaya, Savannah State University, Savannah,
GA, USA
Associate Editor: Amit Arora, Savannah State University, Savannah, GA, USA
Associate Editor: Jun Wu, Savannah State University, Savannah, GA, USA
Copy Editor: Rebecca Setliff, Savannah State University, Savannah, GA, USA
Editorial Assistant: Esmira Gheisary, MBA Student, Savannah State University,
Savannah, GA, USA
EDITORIAL REVIEW BOARD
• John McIntyre, CIBER Director, Georgia Institute of Technology,
Atlanta, Georgia, USA
• Mostafa Sarhan, Dean, College of Business Administration, Savannah
State University, USA
• Christophe Crabot, Head of International Affairs, Nottingham
Business School, Nottingham Trent University, Nottingham, UK
• Sabine Bacouël-Jentjens, Responsable de la spécialisation
International Business & Management ISC Paris Business School,
Paris, France
• Mahesh S. Raisinghani, Associate Professor of CIS, TWU School of
Management, Texas, USA
• Petra Molthan-Hill, Team Leader NTU Green Academy Project
‘Food for thought’, NBS Sustainability Coordinator, Principal
Lecturer in Business Sustainability Nottingham Business School,
Nottingham Trent University, Nottingham, UK
v
vi INTERNATIONAL MARKETING AND MANAGEMENT RESEARCH SERIES
• Reginald Leseane, Associate Dean, Savannah State University,
Savannah, GA, USA
• D. P. Kothari, Former Director General, J B Group of Institutions,
Hyderabad and Former Director, Indian Institute of Technology,
India
• Gerard Burke, Chair—Management Department, Georgia Southern
University, Georgia, USA
• Hailee Tindale, International Administrative and Pedagogical
Manager, ISC Paris Business School, Paris, France
• Lisa Yount, Savannah State University, Savannah, Georgia, USA
• Ashwin Malshe, ESSEC Business School, Paris-Singapore
• Ulysses Brown, Savannah State University, Savannah, Georgia, USA
• Jun Wu, Savannah State University, Savannah, GA, USA
• K. Sivakumar, Lehigh University, Pennsylvania, USA
• Satinder Bhatia, Chairperson, Indian Institute of Foreign Trade,
New Delhi, India
• Bryan Christiansen, Chairman, PRYMARKE, LLC, Michigan, USA
and Istanbul, Turkey
• Dean Clarke, Business Navigator, IKEA, USA
• Ani Agnihotri, USA India Business Summit, Atlanta, USA
• Ben Butler, Business Development Executive, SBS Worldwide,
Inc.—Atlanta
• S K Jain, Shri Mata Vaishno Devi University, J&K, India
• Sharon Hudson, Advertising Educational Foundation, New York
City, NY, USA
• Suman Niranjan, Savannah State University, Savannah, GA
• Amit Arora, Georgia Southern University, Georgia, USA
• Niranjan S Kulkarni, Operations Specialist, CRB, Cambridge, MA,
USA
• A. Banu Goktan Bilhan, University of North Texas at Dallas, Dallas,
TX, USA
• Puneet Prakash Mathur, Strategy & Operations Consultant, Deloitte
Consulting, India
• Vishal Gupta, School of Management, State University of New York-
Binghamton, NY, USA
INTERNATIONAL MARKETING AND MANAGEMENT RESEARCH SERIES vii
• Nimit Jain, Sr. Analytics & Visualization Expert, Singapore Consumer
Goods, Procter & Gamble, Singapore

F
OREWORD
The eight pieces which constitute the fourth volume in the International
Marketing and Management Research Series again are a testimony to the
diversity, depth and complexity of the evolving fi eld of international busi-
ness as it seeks new conceptual bases to further the process of research
and imparting it with the needed relevance that business decision-makers
can expect. This volume titled I nternational Fragmentation: Impacts and
Prospects for Manufacturing, Marketing, Economy, and Growth is part of a
long-term effort, in the Palgrave Macmillan series, directed by Professor
Anshu Saxena Arora, to plumb in depth the range of international busi-
ness policies and practices with a fresh look and new frames of analysis.
There has been a clear and ongoing trend towards increasing internation-
alization of products but also services in the past decades; fragmentation
is associated with globalization as a conceptual framework. Fragmentation
of vertically integrated production processes implies that segments (pro-
duction blocks) locate in different geographical areas, perhaps in different
regional markets and different countries, as they are pursued by compet-
ing fi rms, as key actors. Various links, including marketing and economic
policies, are required to coordinate such fragmentation, and it is in these
links that signifi cant economies of scale are to be found.
Such links are found in the increasing convergence in business educa-
tion and training, evolving towards harmonization of rules and processes,
enhanced effective cross-cultural communication and optimal global sup-
ply chains. In this context, the need for strong international marketing-
oriented relationships is highlighted, with fi rms relying heavily on such
relationships effi ciently and effectively to move products, services and
ix