International Strategic Management of Brands and Online Firms Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization
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 favora...
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| Format: | eBook |
| Language: | English |
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Wiesbaden
Springer Fachmedien Wiesbaden
2022, 2022
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| Edition: | 1st ed. 2022 |
| Series: | Handel und Internationales Marketing Retailing and International Marketing
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| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| Summary: | 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. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree. |
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| Physical Description: | XX, 226 p. 39 illus online resource |
| ISBN: | 9783658380502 |