International Strategic Management of Brands and Online Firms di Carolina Sinning edito da Springer Fachmedien Wiesbaden
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International Strategic Management of Brands and Online Firms

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

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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