This introduction briefly summarizes each of the twenty articles included in this special issue on “Bridging Asia and the World: Searching for Academic Excellence and Best Practice in Marketing and Management” and provides valuable implications for marketers and researchers. The articles are grouped by topic- luxury brand management, sustainable marketing, new product development retail management, and strategic marketing and management. The introductory article in this special issue places each article in one of five categories even though some of the articles include information relevant to at least one other topic and briefly introduces unique and interesting about each article. This selection of papers written by 61 authors representing 16 countries serves to contribute the Academic Excellence and Best Practice in Marketing and Management research in response to new trends in management scholarship and global marketing practices.
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