Retail Internationalization in Emerging Countries : The Positioning of Global Retail Brands in China
Language: English
Published by Springer Gabler, 2013
Series: Book 2 of 20 - Handel und Internationales Marketing Retailing and International Marketing
- Softcover
- Used
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- Title
- Retail Internationalization in Emerging Countries : The Positioning of Global Retail Brands in China
- Author
- Pennemann, Karin
- Publisher
- Springer Gabler
- Publication year
- 2013
- Condition
- As New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 3834944912
- ISBN 13
- 9783834944917
- 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.
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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.
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