International Fragmentation

1. Front Matter

   Pages i-xxi

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2. Manufacturing

   1. Front Matter

      Pages 1-1

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   2. Indian Small-Scale Manufacturing Firms: Achieving Competitive Advantage

      • Katrina Savitskie, Sandipan Sen, Sampath Ranganathan

      Pages 3-16

3. Marketing

   1. Front Matter

      Pages 17-17

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   2. Should the Devil Wear Prada? Analyzing Consumers’ Responses to Luxury Branding

      • Esmira Gheisary

      Pages 19-35

   3. The Influence of Culture on Leader–Member Exchange and Job Satisfaction of Subordinates: A Vietnamese Study

      • Uyen Hill

      Pages 37-62

4. Economy

   1. Front Matter

      Pages 63-63

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   2. The Growing Economic Role of China in Africa: The Case of the Democratic Republic of Congo

      • Emmanuel Naniuzeyi

      Pages 65-79

5. Education

   1. Front Matter

      Pages 81-81

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   2. Accreditation in a French Business School from the Student Perspective

      • Hailee Tindale

      Pages 83-117

6. Growth

   1. Front Matter

      Pages 119-119

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   2. Amazon Pays to Quit!

      • David Moriez

      Pages 121-130

   3. Power Tools for Gold: Doing or Not Doing Business with North Korea?

      • Sven Horak

      Pages 131-139

   4. To Sell or Not to Sell? The Financial and Socio-emotional Dilemma of the Ownership Decision in the Family Business

      • Fabian Bernhard, Rania Labaki

      Pages 141-151

7. Back Matter

   Pages 153-154

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This book addresses the increased fragmentation and internationalization of production. It explores how concurrent business transformations in manufacturing and marketing impact global and developing economies, and how supply chain initiatives and information sharing impact overall organizational performance. It further connects marketing and advertising as an important link between organizations and its partners; education as a bridge between developing and developed world economies; and growth as a long-term objective of increasing integration at the regional and global level. 


Through a series of case studies, scholars across the US and France contribute chapters on the manufacturing, marketing, and internationalization of luxury fashion brands, music advertising, the growth of Amazon, and the business landscapes in India, China, Africa, and North Korea. The book provides academic libraries, international business scholars, graduate students, and policy makers with insights and opportunities that enable firms to achieve a competitive advantage in the marketplace. 

• Manufacturing
• marketing
• production
• Brand Perception
• Brand Attachment
• Target Market
• Universal Music
• Luxury fashion brands
• Brand names
• Engagement
• Brand attitudes

• Savannah State University , SAVANNAH, USA

  Anshu Saxena Arora

• ISC Paris Business School , Poissy, France

  Sabine Bacouel-Jentjens

Anshu Saxena Arora is Professor of Marketing and Director of Global Logistics and International Business Center in the College of Business Administration, Savannah State University, USA. She is a Certified Project Management Professional from Project Management Institute (PMI), USA, and holds a Foundation Certificate in IT Service Management from Information Systems Examination Board (ISEB), UK. Currently, she is the Chair of Academy of International Business – US Southeast chapter of Academy of International Business (AIB), a leading association of scholars and specialists in the field of international business.


Sabine Bacouel-Jentjens is Professor of Management at ISC Paris Business School, France, where she is the Head of the International Business and Management Master Program. In addition to research and teaching, she has more than a decade of practical experience in the financial services sector, working in both specialist and management positions for the Dresdner Bank and later Allianz Group in Germany.

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