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International Strategic Management of Brands and Online Firms
- Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization
Engelsk Paperback

International Strategic Management of Brands and Online Firms

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

815 kr
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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.

Product detaljer
Sprog:
Engelsk
Sider:
226
ISBN-13:
9783658380496
Indbinding:
Paperback
Udgave:
ISBN-10:
3658380497
Kategori:
Udg. Dato:
2 jul 2022
Længde:
0mm
Bredde:
148mm
Højde:
210mm
Forlag:
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Oplagsdato:
2 jul 2022
Forfatter(e):
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