International Strategic Management of Brands and Online Firms

Name: International Strategic Management of Brands and Online Firms
Brand: Springer Nature
SKU: 9783658380502
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Springer Nature

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9783658380502

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New

Product Description

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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