International strategic management of brands and online firms : essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization

International strategic management of brands and online firms : essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalization / Carolina Sinning.

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 favora...

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Bibliographic Details
Main Author: Sinning, Carolina (Author)
Format: eBook
Language:English
Published: Wiesbaden, Germany : Springer Gabler, 2022.
Series:Gabler research. Retailing and international marketing,
Subjects:
Branding (Marketing)
International business enterprises > Management.
Electronic commerce > Management.
branding.
Electronic commerce > Management
International business enterprises > Management
Online Access:Click for online access
Description
Summary: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. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.
Physical Description:1 online resource (xx, 226 pages) : illustrations.
Bibliography:Includes bibliographical references.
ISBN:9783658380502
3658380500
ISSN:2626-3335
Source of Description, Etc. Note:Online resource; title from PDF title page (SpringerLink, viewed July 7, 2022).

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