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International Strategic Management of Brands and Online Firms

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International Strategic Management of Brands and Online Firms

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

De:

Sinning, Carolina

Livre (broché)env. 134.00 CHF

livrable dans env. 5 jours

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.

juillet 2022, env. 248 pages, Handel und Internationales Marketing Retailing and International Marketing, Anglais
Springer Gabler
978-3-658-38049-6

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.

juillet 2022, env. 248 pages, Handel und Internationales Marketing Retailing and International Marketing, Anglais
Springer Gabler
978-3-658-38049-6

Autres titres de la collection: Handel und Internationales Marketing Retailing and International Marketing

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Winters, Amelie

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Drivers and Barriers of Consumer Behavior Regarding New Technologies and ...

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Springer, 2020

978-3-658-30365-5

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Event Marketing in the Context of Higher Education Marketing and Digital ...

Springer Gabler, 2020

978-3-658-29261-4

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Springer Vieweg, 2019

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978-3-658-19763-6

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Advertorials versus klassische Printwerbung

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Dorner, Florian

Springer Gabler, 2016

978-3-658-15088-4

env. 77.00 CHF

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