Handel und Internationales Marketing Retailing and International Marketing: A Multilevel Analysis of Geographic Scope, Foreign Direct Investments, and International Performance

Müller, Marius

In this book, Marius Müller explores the distinct virtual and physical internationalization strategies of today's leading international e-commerce firms. By revealing previously unknown determinants of e-commerce firms' online geographic scope, foreign direct investments, and international performance, he contributes novel insights into how these digital firms successfully coordinate their virtual and physical presence across borders. Finally, he highlights the complex interplay between these international strategies and dynamic host country factors.

Details

Published by: Springer Gabler

Publication Date: 2025-10-02

Format: Paperback

ISBN-13: 9783658496791

DOI: 10.1007/978-3-658-49680-7

Dimensions: 210cm x148cm

Pages: 172