Strategic Orientations and Innovativeness of Multinational Corporations : A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions in a Cross-National Context (Handel und Internationales Marketing Retailing and International Marke / Jacobs, Nele

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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 (Handel und Internationales Marketing Retailing and International Marke

Strategic Orientations and Innovativeness of Multinational Corporations : A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions in a Cross-National Context (Handel und Internationales Marketing Retailing and International Marke

Jacobs, Nele

Springer Gabler（2025/07発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 201 p.
言語 ENG
商品コード 9783658490188

Full Description

Multinational corporations (MNCs) face significant challenges in a dynamic global business environment.

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.