eBook

Sinning

International Strategic Management of Brands and Online Firms

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

Springer Gabler

ISBN 978-3-658-38050-2

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Bibliografische Daten

eBook. PDF

2022

XX, 226 p. 39 illus..

In englischer Sprache

Umfang: 226 S.

Verlag: Springer Gabler

ISBN: 978-3-658-38050-2

Weiterführende bibliografische Daten

Das Werk ist Teil der Reihe: Handel und Internationales Marketing Retailing and International Marketing

Produktbeschreibung

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.

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