International Strategic Management of Brands and Online Firms / Handel und Internationales Marketing Retailing and International Marketing (PDF)
Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization
(Sprache: Englisch)
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...
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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.
Autoren-Porträt von Carolina Sinning
Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.
Bibliographische Angaben
- Autor: Carolina Sinning
- 2022, 1st ed. 2022, 226 Seiten, Englisch
- Verlag: Springer Fachmedien Wiesbaden
- ISBN-10: 3658380500
- ISBN-13: 9783658380502
- Erscheinungsdatum: 01.07.2022
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: PDF
- Größe: 2.86 MB
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Sprache:
Englisch
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