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Published in:
2022 | OriginalPaper | Chapter
1. Focus and Relevance
Author : Carolina Sinning
Published in: International Strategic Management of Brands and Online Firms
Publisher: Springer Fachmedien Wiesbaden
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Abstract
Globalization, in terms of an increasing interdependence of countries, radically changed the business environment throughout the last decades. Worldwide competition rose and multinational corporations (MNCs) as well as e-commerce firms are more and more challenged when operating internationally. In this vein, MNCs have recognized their corporate brand and e-commerce firms the way they internationalize to be an important intangible asset to differentiate from competitors.