Retail Internationalization in Emerging Countries
Language: English
Published by Springer Vieweg Jun 2013, 2013
Series: Book 2 of 20 - Handel und Internationales Marketing Retailing and International Marketing
- Softcover
- New
Seller: buchversandmimpf2000, Emtmannsberg, BAYE, Germanybuchversandmimpf2000
AbeBooks seller since January 23, 2017
Condition: New
£ 46.70
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Add to basketItem description from seller
This item is printed on demand - Print on Demand Titel. Neuware -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.Springer-Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 200 pp. Englisch.
Seller Inventory # 9783834944917
- Title
- Retail Internationalization in Emerging Countries
- Author
- Karin Pennemann
- Publisher
- Springer Vieweg Jun 2013
- Publication year
- 2013
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3834944912
- ISBN 13
- 9783834944917
- Item weight
- 266 grams
- Dimensions
- 210x148x12 mm
- Series
- Book 2 of 20: Handel und Internationales Marketing Retailing and International Marketing
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.
"Synopsis" may belong to another edition of this title.
About 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.
"About the title" may belong to another edition of this title.
buchversandmimpf2000
Emtmannsberg, BAYE, Germany
AbeBooks seller since January 23, 2017
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