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International Strategic Management of Brands and Online Firms

- Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

Carolina Sinning

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Format
E-bog, ePub
Engelsk

Indgår i serie
Handel Und Internationales Marketing / Retailing and International Marketing

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Beskrivelse

The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.

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Detaljer

SprogEngelsk
Udgivelsesdato01-07-2022
ISBN139783658380502
Forlag Springer Fachmedien Wiesbaden
FormatePub

International Strategic Management of Brands and Online Firms

- Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

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