Many multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on...

Innovative In-Store-Technologien sind chancenreich. Deren Nützlichkeit und Akzeptanz in der Zielgruppe sind aber unterschiedlich; deren Verhaltenswirkungen sind meistens unbeleuchtet. Daher sind entsprechende vergleichende Kenntnisse für Augmented Reality, Holographic Shopping, Smart Services...

While vertical firms dominate the fashion markets worldwide since years, only little research is done on vertical alliances between non-vertical retailer and manufacturing companies in this sector. These paper analyses vertical alliances from the perspective of 98 traditional fashion retailers...

In an increasingly digitalizing economy, e-commerce firms are known to internationalize faster and more irregularly than offline firms. However, it is important to analyze how e-commerce firms benefit from time-based internationalization decisions and whether they are still limited by...

During the COVID-19 pandemic, consumer behavior and brand preferences changed. However, surprisingly little is known about how or why corporate brand associations differ and change across countries during such black swan events, especially for multinationals with a specific expertise and...

During the COVID-19 pandemic, consumer behavior and brand preferences changed. However, surprisingly little is known about how or why corporate brand associations differ and change across countries during such black swan events, especially for multinationals with a specific expertise and...