International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms' Internationalization

Carolina Sinning's research focuses on international strategic management of brands and e-commerce firms, highlighting how multinational corporations benefit from global brand perception and successful time-based internationalization process decisions.

Format: Paperback / softback
Length: 226 pages
Publication date: 02 July 2022
Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

Carolina Sinning's research focuses on the international strategic management of brands and e-commerce firms. She delves into how multinational corporations leverage their perceived brand globalness and the implementation of endorsed branding strategies to foster favorable consumer behavior across different nations. Additionally, she unveils successful time-based internationalization process decisions for e-commerce firms.

Carolina Sinning's research revolves around the global strategic management of brands and e-commerce enterprises. She illuminates how multinational corporations derive benefits from their perceived brand globalness, as well as the impact of endorsed branding strategies on fostering positive consumer behavior across diverse countries. Furthermore, she exposes insightful time-based internationalization process choices for e-commerce firms.

Carolina Sinning's research centers on the international strategic management of brands and e-commerce businesses. She explores how multinational corporations capitalize on their perceived brand globalness and the effectiveness of endorsed branding strategies in fostering favorable consumer behavior across various nations. Furthermore, she unveils insightful time-based internationalization process decisions for e-commerce firms.

Weight: 330g
Dimension: 210 x 148 (mm)
ISBN-13: 9783658380496
Edition number: 1st ed. 2022