Globalization, in terms of an increasing interdependence of countries, radically changed the business environment throughout the last decades. Worldwide competition rose and multinational corporations (MNCs) as well as e-commerce firms are more and more challenged when operating internationally. In this vein, MNCs have recognized their corporate brand and e-commerce firms the way they internationalize to be an important intangible asset to differentiate from competitors.
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Sinning, C. (2022). Focus and Relevance. In: International Strategic Management of Brands and Online Firms. Handel und Internationales Marketing Retailing and International Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-38050-2_1
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