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2022 | OriginalPaper | Buchkapitel

2. Literature Review and Research Gaps

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Abstract

The upcoming literature review provides an overview of studies within the three research streams presented in the introduction. Section 2.2. focuses the first research stream of MNCs’ PBG. Section 2.3 comprises literature on the second research stream of MNCs’ global endorsed branding. Literature on the third research stream dealing with e-commerce firms’ internationalization processes is presented in Section 2.4.
Metadaten
Titel
Literature Review and Research Gaps
verfasst von
Carolina Sinning
Copyright-Jahr
2022
DOI
https://doi.org/10.1007/978-3-658-38050-2_2