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Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China de Karin Pennemann

Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China: Handel und Internationales Marketing Retailing and International Marketing

Autor Karin Pennemann
en Limba Engleză Paperback – 6 iun 2013
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.
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Specificații

ISBN-13: 9783834944917
ISBN-10: 3834944912
Pagini: 200
Ilustrații: XIX, 179 p. 18 illus.
Dimensiuni: 148 x 210 x 15 mm
Greutate: 0.27 kg
Ediția:2013
Editura: Springer Fachmedien Wiesbaden
Colecția Springer Gabler
Seria Handel und Internationales Marketing Retailing and International Marketing

Locul publicării:Wiesbaden, Germany

Public țintă

Research

Cuprins

Reciprocity 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.​

Notă biografică

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.

Textul de pe ultima copertă

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.
 
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. 

Caracteristici

Publication in the field of economic sciences Includes supplementary material: sn.pub/extras