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Full Title
MERCATI & COMPETITIVITÀ
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Publisher
FrancoAngeli
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ISSN
1826-7386 (Printed Journal)
1972-4861 (Online Journal)
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Journal Issue Number
3
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Journal Issue Designation
3
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Journal Issue Date (YYYY/MM)
2016/09
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Full Title
An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china
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By (author)
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First Page
45
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Last Page
67
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Publication Date
2016/09
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Copyright
2016 FrancoAngeli srl
Introduction or preface
The aim of the paper is to examine some of the factors that could potentially affect a firm's online presence in international distant markets. More specifically, the study focuses on Italian fashion firms that operate in China, and examines the impact of firm's size, experience, and positioning (luxury brand or not) on the adoption of a digital presence in this emerging country.
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