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2022 | OriginalPaper | Chapter

1. Focus and Relevance

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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.
Metadata
Title
Focus and Relevance
Author
Carolina Sinning
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-658-38050-2_1