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Véronique Boulocher-Passet, PhD is a Visting Lecturer at the School of Business and Law, University of Brighton, UK.
Part 1: Choosing to Enter Foreign Markets 1. Airbnb in China: A Lesson in Deciding an International Market's Attractiveness 2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for their Internationalization Efforts? 3. Hawkers: Which Latin American Market for the Development of the Born-global Start-up? Part 2: Choosing an Appropriate Entry Mode 4. Aux Merveilleux de Fred: Spreading French Patisserie Know-how Abroad 5. Click&Boat: The Airbnb of the Sea 6. Cabaïa: Expanding through Owned Stores to Conquer Germany? Part 3: Choosing to Adapt the Marketing Mix 7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation 8. A Tale of How Standardization Strategy is not Panacea: Uniqlo's Journey in the US 9. Can a Creative, Arty and "Made in France" Advertising Campaign Help Sell Le Chocolat des Français Worldwide? Part 4: Leveraging the Country-of-Origin Effect 10. Made in Bordeaux: Region-of-Origin (ROO) and Country-of-Origin (COO) Strategies Applied to the Wine Industry. The Case of Château des Fougères 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L'Occitane au Brésil's Story
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Allgemeines |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9781032712918 |
| ISBN-10: | 1032712910 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Redaktion: | Boulocher-Passet, Véronique |
| Hersteller: | Routledge |
| Verantwortliche Person für die EU: | Taylor & Francis Verlag GmbH, Kaufingerstr. 24, D-80331 München, gpsr@taylorandfrancis.com |
| Maße: | 246 x 174 x 9 mm |
| Von/Mit: | Véronique Boulocher-Passet |
| Erscheinungsdatum: | 26.06.2025 |
| Gewicht: | 0,267 kg |
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