Dansk
International Strategic Management of Brands and Online Firms e-bog
802,25 DKK
(inkl. moms 1002,81 DKK)
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 internationali...
E-bog
802,25 DKK
Forlag
Springer Gabler
Udgivet
1 juli 2022
Genrer
Business and Management
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9783658380502
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.