A study of the internationalization-performance relationship in global retailing : the moderating role of brand standardization and cultural diversity
Pravin Nath, Ahmet H. Kirca, and Saejoon Kim
| 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 | Globalisierung | Globalization | Markenführung | Brand management | Einzelhandel | Retail trade | Internationaler Markteintritt | International market entry | Multinationales Unternehmen | Transnational corporation | Kulturelle Identität | Cultural identity | Standardisierung | Standardization | Interkulturelles Management | Cross-cultural management | Unternehmenskultur | Corporate culture | Internationales Marketing | International marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1069031X20976542 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012484463