International Strategic Brand Management

Textbook:International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internationalization
Author(s): Carolina Sinning

Course Description:
This course introduces how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. and reveals successful time-based internationalization process decisions for e-commerce firms.