Building a value-creating brand in internationalizing small and medium-sized enterprises
Year of publication: |
2024
|
---|---|
Authors: | Chang, Hsing-Hua Stella ; Fong, Cher Min ; Chang, Min-Hua |
Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 41.2024, 3/4, p. 593-614
|
Subject: | Capabilities | International brand building | International brand equity | SME internationalization | KMU | SME | Markenführung | Brand management | Globalisierung | Globalization | Internationales Marketing | International marketing | Internationaler Markteintritt | International market entry | Multinationales Unternehmen | Transnational corporation | Markenimage | Brand image |
-
Internationalization of a Chinese 'Born Glocal' Brand : The Case of Goodbaby
Checchinato, Francesca, (2013)
-
Christmann, Helen, (2016)
-
Lee, Hannah S., (2012)
- More ...
-
Fong, Cher Min, (2021)
-
Fong, Cher Min, (2022)
-
Fong, Cher Min, (2022)
- More ...