Strategic Orientations and Innovativeness of Multinational Corporations: A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions in a Cross-National Context (Handel und Internationales Marketing Retailing and International Marketing)

By: Nele Jacobs

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis: Multinational corporations (MNCs) face significant challenges in a dynamic global business environment. In times of economic hardship and increased competition, innovativeness and the demonstration of key abilities are essential to the success and resilience of MNCs. In her research, Nele Jacobs adopts a theory-based approach to examine the interplay between a firm&’s perceived strategic orientations, innovativeness, special corporate abilities, and consumer responses in an international context. Furthermore, Jacobs provides valuable insights into the differences in consumer cognition and behavior caused by critical country-level boundary conditions.