International Strategic Management of Brands and Online Firms

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

von Carolina Sinning

226 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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.

• Reihe: Handel und Internationales Marketing Retailing and International Marketing
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783658380496
• Sprache: Englisch
• Erscheinungsdatum: 02.07.2022
• Größe: 21 x 14.8 cm
• Verlag: Springer Fachmedien Wiesbaden GmbH