Carolina Sinning
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
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ExcellentFormat: Paperback / softback
Length: 226 pages
Publication date: 02 July 2022
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
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.
Weight: 330g
Dimension: 210 x 148 (mm)
ISBN-13: 9783658380496
Edition number: 1st ed. 2022
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