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International Strategic Management of Brands and Online Firms

By: Carolina Sinning (Author)

Extended Catalogue

Ksh 17,300.00

Format: Paperback or Softback

ISBN-13: 9783658380496

Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

Publication Date: Jul 2nd, 2022

Dimension: 21.00 x 14.80 x 33.00 cms

Category: BUSINESS & MANAGEMENT (Reserve KJ* codes for use with academic or specialist works and works for professionals. See VS* codes for personal careers advice, secrets of success, etc)

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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.

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