Retail internationalization in emerging countries the positioning of global retail brands in China
Retail firms have internationalized aggressively, first into developed countries and then into developing countries. Doing business in emerging countries offers growth opportunities, but also holds some uncertainties due to the lack of knowledge on whether international retailers can succeed with a...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Munich :
Springer
2013.
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| Edición: | 1st ed. 2013. |
| Colección: | Handel und Internationales Marketing Retailing and International Marketing,
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009469421906719 |
Tabla de Contenidos:
- Reciprocity between Retailer’s Corporate Image and Store Image
- The Effect of Perceived Brand Globalness on Retailer Brand Equity
- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success.
