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Retail Internationalization in Emerging Countries

By Karin Pennemann

Product Image: Retail Internationalization in Emerging Countries

Retail Internationalization in Emerging Countries

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Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
200
Release Date:
2013-06-06
Publication Date:
2013-06-06
Publisher:
Springer VS
Languages:
Original: English
ISBN10:
3834944912
ISBN13:
9783834944917
GPSR Manufacturer Reference:
[email protected]
Weight:
266 g
Height:
148 cm
Width:
210 cm
Thickness:
12 cm
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