Libro International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, De Sinning, Carolina

Formato

Libro Físico

Autor

Carolina Sinning

Editorial

Springer Gabler

Idioma

Inglés

N° páginas

226

Encuadernación

Tapa Blanda

Dimensiones

21.0 x 14.8 x 1.4 cm

Peso

0.33 kg.

ISBN13

9783658380496

Categorías

Técnicas de gestión empresarial
Marketing

International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internat

Carolina Sinning (Autor) · Springer Gabler · Tapa Blanda

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Reseña del libro "International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internat"

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.