International Fragmentation

Impacts and Prospects for Manufacturing, Marketing, Economy, and Growth

  • Anshu Saxena Arora
  • Sabine Bacouel-Jentjens

Part of the International Marketing and Management Research book series (INMAMAR)

Table of contents

  1. Front Matter
    Pages i-xxi
  2. Manufacturing

    1. Front Matter
      Pages 1-1
    2. Katrina Savitskie, Sandipan Sen, Sampath Ranganathan
      Pages 3-16
  3. Marketing

  4. Economy

  5. Education

    1. Front Matter
      Pages 81-81
  6. Growth

  7. Back Matter
    Pages 153-154

About this book


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. 

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.


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

Editors and affiliations

  • Anshu Saxena Arora
    • 1
  • Sabine Bacouel-Jentjens
    • 2
  1. 1.Savannah State University SAVANNAHUSA
  2. 2.ISC Paris Business School PoissyFrance

Bibliographic information

Industry Sectors
Chemical Manufacturing