000			03793nam a22004575i 4500
001			978-3-8349-4492-4
003			DE-He213
005			20200420211749.0
007			cr nn 008mamaa
008			130531s2013 gw | s |||| 0|eng d
020			_a9783834944924 _9978-3-8349-4492-4
024	7		_a10.1007/978-3-8349-4492-4 _2doi
050		4	_aHF5410-5417.5
072		7	_aKJS _2bicssc
072		7	_aKJSM _2bicssc
072		7	_aBUS043000 _2bisacsh
082	0	4	_a658.8 _223
100	1		_aPennemann, Karin. _eauthor.
245	1	0	_aRetail Internationalization in Emerging Countries _h[electronic resource] : _bThe Positioning of Global Retail Brands in China / _cby Karin Pennemann.
264		1	_aWiesbaden : _bSpringer Fachmedien Wiesbaden : _bImprint: Springer Gabler, _c2013.
300			_aXIX, 179 p. 18 illus. _bonline resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_atext file _bPDF _2rda
490	1		_aReihe Handel und Internationales Marketing / Series Retailing and International Marketing
505	0		_aReciprocity between Retailer's Corporate Image and Store Image -- The Effect of Perceived Brand Globalness on Retailer Brand Equity -- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success.
520			_aRetail 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.   Contents �         Internationalization of Retail Firms in Emerging Countries  �         Meaning, Importance, and Value Creation Process of Perceived Brand Globalness as a Retailer's Tool for Success in Emerging Countries �         International Retail Brand Management   Target Groups �         Academics and students of business administration with a focus on international marketing and management  �         Managers of retail and service firms, as well as international marketing managers   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.   The Editors The series Handel und Internationales Marketing/Retailing and International Marketing is edited by Prof. Dr. Bernhard Swoboda and Prof. Dr. Thomas Foscht. .
650		0	_aBusiness.
650		0	_aMarketing.
650	1	4	_aBusiness and Management.
650	2	4	_aMarketing.
710	2		_aSpringerLink (Online service)
773	0		_tSpringer eBooks
776	0	8	_iPrinted edition: _z9783834944917
830		0	_aReihe Handel und Internationales Marketing / Series Retailing and International Marketing
856	4	0	_uhttp://dx.doi.org/10.1007/978-3-8349-4492-4
912			_aZDB-2-SBE
942			_cEBK
999			_c51153 _d51153