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

Karin Pennemann

ISBN 10: 3834944912 / ISBN 13: 9783834944917

Published by Springer Fachmedien Wiesbaden, Springer Fachmedien Wiesbaden, 2013

About this Item

Druck auf Anfrage Neuware - Printed after ordering - 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.

Seller Inventory # 9783834944917

Bibliographic Details

• Title: Retail Internationalization in Emerging Countries : The Positioning of Global Retail Brands in China
• Publisher: Springer Fachmedien Wiesbaden, Springer Fachmedien Wiesbaden
• Publication Date: 2013
• Language: English
• ISBN 10: 3834944912
• ISBN 13: 9783834944917
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 210W x 148H x 12D millimeters 210 millimeters width by 148 millimeters height by 12 millimeters depth
• Weight: 266 grams

About this title

Synopsis

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.

About 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.