| 书目名称 | International Strategic Management of Brands and Online Firms |
| 副标题 | Essays on Perceived |
| 编辑 | Carolina Sinning |
| 视频video | |
| 丛书名称 | Handel und Internationales Marketing Retailing and International Marketing |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2022 |
| 关键词 | Perceived Brand Globalness; Endorsed Branding Strategy; Cross-National Research; International Strategi |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-38050-2 |
| isbn_softcover | 978-3-658-38049-6 |
| isbn_ebook | 978-3-658-38050-2Series ISSN 2626-3327 Series E-ISSN 2626-3335 |
| issn_series | 2626-3327 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
发表于 2025-3-21 17:32:19
