Carolina Sinning

eBook, PDF

International Strategic Management of Brands and Online Firms (eBook, PDF)

Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

Beschreibung

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.

Technische Details

• Geräte: PC
• ohne Kopierschutz
• Größe: 2.93MB

Barrierefreiheit

• Text-to-Speech

Autor

Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.

Produktdetails

• Verlag: Springer Fachmedien Wiesbaden
• Seitenzahl: 226
• Erscheinungstermin: 1. Juli 2022
• Englisch
• ISBN-13: 9783658380502
• Artikelnr.: 64265665