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Internationalization of a Chinese 'Born Glocal' Brand : The Case of Goodbaby

Checchinato, Francesca - 2013

Chinese latecomer firms adopt internationalization strategies in order to gain the necessary resources and competences to compete in the local and global markets. In this process, different sectors are involved: not only in the electronic one (e.g. Haier and Huawei represent two successful...

Persistent link: https://www.econbiz.de/10013072287

Global or adapted advertising? : consumer evaluation of advertising activity of foreign enterprises on the Polish market

Nowacki, Robert - In: Contemporary economics 15 (2021) 4, pp. 415-428

Intensification of globalization processes in the contemporary world entails conse-quences for all areas of socio … globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market … consumers perceive the globalization of advertising and have mixed feelings about it. On the one hand, they appreciate the …

Persistent link: https://www.econbiz.de/10012802146