International Strategic Management of Brands and Online Firms
Carolina Sinning
Springer Fachmedien Wiesbaden, 2022
121,95 €On orderDelivery: 2-3 weeks
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.
- ISBN-13
- 9783658380496
- ISBN-10
- 3658380497
- Publisher
- Springer Fachmedien Wiesbaden
- Year
- 2022
- Publication date
- 2022-07-02
- Pages
- 226
- Dimensions
- 210x148x