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International Strategic Management of Brands and Online Firms
Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms¿ Internationalization
- Editore:
Springer Fachmedien Wiesbaden
- EAN:
9783658380496
- ISBN:
3658380497
- Pagine:
- 248
- Formato:
- Paperback
- Lingua:
- Tedesco
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Descrizione International Strategic Management of Brands and Online Firms
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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