Retail Internationalization in Emerging Countries : The Positioning of Global Retail Brands in China
Language: English
Published by Springer Vieweg, 2013
Series: Book 2 of 20 - Handel und Internationales Marketing Retailing and International Marketing
- Softcover
- New
Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH
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Add to basketItem description from seller
Druck auf Anfrage Neuware - Printed after ordering - The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.
Seller Inventory # 9783834944917
- Title
- Retail Internationalization in Emerging Countries : The Positioning of Global Retail Brands in China
- Author
- Karin Pennemann
- Publisher
- Springer Vieweg
- 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.
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