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Retail internationalization in emerging countries : the positioning of global retail brands in China Titelvorschau
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Retail internationalization in emerging countries : the positioning of global retail brands in China

Autor: Karin Pennemann
Verlag: Wiesbaden : Gabler ; London : Springer [distributor], 2013.
Serien: Gabler research., Retailing and international marketing.
Ausgabe/Medienart   E-Book : Dokument : EnglischAlle Ausgaben und Medienarten anzeigen
Zusammenfassung:
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  Weiterlesen…
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Gattung/Form: Electronic books
Medienart: Dokument, Internetquelle
Dokumenttyp Internet-Ressource, Computerdatei
Alle Autoren: Karin Pennemann
ISBN: 9783834944924 3834944920
OCLC-Nummer: 847168087
Anmerkungen: "Dissertation, Universität Trier, 2013"--Title page verso.
Beschreibung: 1 online resource.
Inhalt: Introduction --
Study 1: Building Retailer Brand Equity Based on Perceived Brand Globalness: The Role of Country of Origin --
Study 2: The Value Creation Process to Retail Patronage: Whether Retailers Benefit from Perceived Brand Globalness or Localness --
Study 3: Analyzing the Reciprocity between Corporate and Store Images: The Moderating Roles of Evaluation Approaches and Corporate Brand Dominance --
Final Remarks.
Serientitel: Gabler research., Retailing and international marketing.
Verfasserangabe: Karin Pennemann.

Abstract:

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. A consideration of these differences implies a customized branding,  Weiterlesen…

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