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Vollständiger Titel
MERCATI & COMPETITIVITÀ
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Verlag
FrancoAngeli
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ISSN
1826-7386 (Gedruckte Zeitschrift)
1972-4861 (Online-Zeitschrift)
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Nummer der Ausgabe
3
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Andere Beschreibung der Ausgabe
3
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Erscheinungsdatum der Ausgabe (YYYY/MM)
2016/09
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Vollständiger Titel
An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china
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Von (Autor)
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Erste Seite
45
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Letzte Seite
67
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Erscheinungsdatum
2016/09
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Copyright
2016 FrancoAngeli srl
Vorwort
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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10.3280/MC2016-003004
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