For the past two decades, the Advances in International Marketing series has made unique contributions to the field of international marketing through original and high-quality essays that address various international marketing topics. Both theoretical and empirical contributions are included. While some contributors focus on managerial issues in international marketing, others take a public policy or a comparative perspective. Similarly, while some authors may confine their analyses to well-established concepts or methodologies in international marketing, others have the opportunity to incorporate new and innovative perspectives. The contributions featured in the Advances in International Marketing tend to be longer than the typical journal article and may incorporate ideas, analyses, or techniques considered too radical by other refereed journals. Individual volumes in the series have often featured papers selected from the annual meetings of the CIMaR (Consortium for International Marketing Research). All submissions submitted for publication undergo a double-blind review process.Professor S. Tamer Cavusgil, Fuller E. Callaway Professorial Chair and Director of the Institute of International Business at Georgia State University, was the founding Editor-in-Chief of the Advances in International Marketing.