Retail Internationalization in Emerging Countries The Positioning of Global Retail Brands in China /

• Main Author: Pennemann, Karin (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2013.
• Series: Reihe Handel und Internationales Marketing / Series Retailing and International Marketing
• Subjects: Business.; Marketing.; Business and Management.

Retail firms have internationalized aggressively, first into developed countries and then into developing countries. Doing business in emerging countries offers growth opportunities, but also holds some uncertainties due to the lack of knowledge on whether international retailers can succeed with a...