Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China - Couverture souple

Pennemann, Karin

Couverture souple

ISBN 10 : 3834944912 ISBN 13 : 9783834944917

Editeur : Springer Gabler, 2013

Synopsis

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 global brand in business that was originally local. To expand on this issue, Karin Pennemann discusses successful positioning options for retail brands in the context of emerging countries and draws implications for retailers’ international brand management. Her research identifies the importance of perceived brand globalness, the underlying value creation process, and the relevance of cultural differences in international retail brand management.

A propos du livre

À propos de l?auteur

Dr. Karin Pennemann gained her doctoral degree at the Institute for Marketing and Retailing of Trier University. Her work was acknowledged by the American Marketing Association. She works in the strategy development department of a leading international company.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 3834944912
• ISBN 13: 9783834944917
• Reliure: Broché
• Nombre de pages: 200
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible