000 03793nam a22004575i 4500
001 978-3-8349-4492-4
003 DE-He213
005 20200420211749.0
007 cr nn 008mamaa
008 130531s2013 gw | s |||| 0|eng d
020 _a9783834944924
_9978-3-8349-4492-4
024 7 _a10.1007/978-3-8349-4492-4
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aPennemann, Karin.
_eauthor.
245 1 0 _aRetail Internationalization in Emerging Countries
_h[electronic resource] :
_bThe Positioning of Global Retail Brands in China /
_cby Karin Pennemann.
264 1 _aWiesbaden :
_bSpringer Fachmedien Wiesbaden :
_bImprint: Springer Gabler,
_c2013.
300 _aXIX, 179 p. 18 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aReihe Handel und Internationales Marketing / Series Retailing and International Marketing
505 0 _aReciprocity between Retailer's Corporate Image and Store Image -- The Effect of Perceived Brand Globalness on Retailer Brand Equity -- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success.
520 _aRetail 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. .
650 0 _aBusiness.
650 0 _aMarketing.
650 1 4 _aBusiness and Management.
650 2 4 _aMarketing.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783834944917
830 0 _aReihe Handel und Internationales Marketing / Series Retailing and International Marketing
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-8349-4492-4
912 _aZDB-2-SBE
942 _cEBK
999 _c51153
_d51153