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International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internat
Paperback
Series: Handel Und Internationales Marketing Retailing and Internati
ISBN13: 9783658380496
Publisher: Springer Gabler
Published: Jul 2 2022
Pages: 226
Weight: 0.72
Height: 0.56 Width: 5.83 Depth: 8.27
Language: English
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.
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