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2022 | OriginalPaper | Chapter

21. Discussion and Conclusions

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Abstract

In a globalized world, MNCs and e-commerce firms must increasingly learn how to build sustainable competitive advantages to set themselves apart from competitors. They more and more recognize that the source of competitive advantage lies in their strategic decisions regarding global brand management and internationalization processes. This doctoral thesis takes up the question of how to exploit these sources of competitive advantage and respectively provides fine-grained results.
Metadata
Title
Discussion and Conclusions
Author
Carolina Sinning
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-658-38050-2_21