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Strategic Orientations and Innovativeness of Multinational Corporations : A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions in a Cross-National Context. 多国籍企業の戦略指向と革新性
・ISBN 978-3-658-49018-8 paper EUR 99.99
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| 著者・編者 | Jacobs, Nele, |
|---|---|
| シリーズ | Handel und Internationales Marketing Retailing and International Marketing |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2025.07 |
| ページ数 | 201 pp. |
| 言語 | ENG |
| ニュース番号 | ＜756-350 756-354＞ |
解説
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.