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International Strategic Management of Brands and Online Firms pp 11–43Cite as

Literature Review and Research Gaps

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Part of the Handel und Internationales Marketing Retailing and International Marketing book series (HIM)

Abstract

The upcoming literature review provides an overview of studies within the three research streams presented in the introduction. Section 2.2. focuses the first research stream of MNCs’ PBG. Section 2.3 comprises literature on the second research stream of MNCs’ global endorsed branding. Literature on the third research stream dealing with e-commerce firms’ internationalization processes is presented in Section 2.4.

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  1. Trier, Germany

    Carolina Sinning

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  1. Carolina Sinning
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Sinning, C. (2022). Literature Review and Research Gaps. 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_2

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