2016 - Franco Angeli
Article
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An analysis of factors influencing the online presence in distant countries : the case of italian fashion brands in china
45-67 p.
- The aim of the paper is to examine some of the factors that could potentially affect a firm's online presence in international distant markets. More specifically, the study focuses on Italian fashion firms that operate in China, and examines the impact of firm's size, experience, and positioning (luxury brand or not) on the adoption of a digital presence in this emerging country. [Publisher's Text].
Is part of
Mercati e competitività : 3, 2016-
Information
ISSN: 1972-4861
KEYWORDS
- Internet, Social Media, China, Internet Marketing, Emerging narkets, Internationalization
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In this issue
- Marketing and culture : Two Characters in Search of an Author
- Driving international business research forward : emerging themes and insights
- R&D internationalization in asian developing countries : evidence from european multinationals
- An analysis of factors influencing the online presence in distant countries : the case of italian fashion brands in china
- The creation of foreign market knowledge across the growth phases of born globals
- Two faces of the same coin : how the interplay between organizational and territorial culture builds the concept of service culture
- International networks as complex adaptive systems
- Strategic choices in recessionary period : an exploration on italian smes
- Effects of cultural distance on foreign acquisitions : evidence from italian acquired firms
- Book reviews
