Handel und Internationales Marketing Retailing and International Marketing: A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions in a Cross-National Context

Jacobs, Nele

Multinational corporations (MNCs) face significant challenges in a dynamic global business environment. In times of economic hardship and increased competition, innovativeness and the demonstration of key abilities are essential to the success and resilience of MNCs. 

In her research, Nele Jacobs adopts a theory-based approach to examine the interplay between a firm’s perceived strategic orientations, innovativeness, special corporate abilities, and consumer responses in an international context. Furthermore, Jacobs provides valuable insights into the differences in consumer cognition and behavior caused by critical country-level boundary conditions.

Details

Published by: Springer Gabler

Publication Date: 2025-07-31

Format: Paperback

ISBN-13: 9783658490188

DOI: 10.1007/978-3-658-49019-5

Dimensions: 210cm x148cm

Pages: 201