A study of the internationalization-performance relationship in global retailing : the moderating role of brand standardization and cultural diversity
Year of publication: |
2021
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Authors: | Nath, Pravin ; Kirca, Ahmet H. ; Kim, Saejoon |
Published in: |
Journal of international marketing. - London : Sage Publishing, ISSN 1547-7215, ZDB-ID 2070132-9. - Vol. 29.2021, 1, p. 57-76
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Subject: | brand management | culture | internationalization | retailing | standardization/adaptation | Markenführung | Brand management | Einzelhandel | Retail trade | Globalisierung | Globalization | Multinationales Unternehmen | Transnational corporation | Internationaler Markteintritt | International market entry | Markenimage | Brand image | Unternehmenskultur | Corporate culture |
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