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

Autor: Karin Pennemann
Editora: Wiesbaden : Gabler ; London : Springer [distributor], 2013.
Séries: Gabler research., Retailing and international marketing.
Edição/Formato   e-book : Documento : InglêsVer todas as edições e formatos
Base de Dados:WorldCat
Resumo:
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  Ler mais...
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Detalhes

Gênero/Forma: Electronic books
Tipo de Material: Documento, Recurso Internet
Tipo de Documento: Recurso Internet, Arquivo de Computador
Todos os Autores / Contribuintes: Karin Pennemann
ISBN: 9783834944924 3834944920
Número OCLC: 847168087
Notas: "Dissertation, Universität Trier, 2013"--Title page verso.
Descrição: 1 online resource.
Conteúdos: 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.
Título da Série: Gabler research., Retailing and international marketing.
Responsabilidade: Karin Pennemann.
Mais informações:

Resumo:

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. Contents · Internationalization of Retail Firms in Emerging Countries · Meaning, Importance, and Value Creation Process of Perceived Brand Globalness as a Retailer's Tool for Success in Emerging Countries · International Retail Brand Management Target Groups · Academics and students of business administration with a focus on international marketing and management · Managers of retail and service firms, as well as international marketing managers The Author 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. The Editors The series Handel und Internationales Marketing/Retailing and International Marketing is edited by Prof. Dr. Bernhard Swoboda and Prof. Dr. Thomas Foscht.

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