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An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china
Titolo Rivista: MERCATI & COMPETITIVITÀ 
Autori/Curatori: Francesca Checchinato, Giulia Zanichelli 
Anno di pubblicazione:  2016 Fascicolo: Lingua: Italiano 
Numero pagine:  23 P. 45-67 Dimensione file:  471 KB
DOI:  10.3280/MC2016-003004
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The aim of the paper is to examine some of the factors that could potentially affect a firm’s online presence in international distant markets. More specifically, the study focuses on Italian fashion firms that operate in China, and examines the impact of firm’s size, experience, and positioning (luxury brand or not) on the adoption of a digital presence in this emerging country.


Keywords: Internet, Social Media, China, Internet Marketing, Emerging narkets, Internationalization.

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Francesca Checchinato, Giulia Zanichelli, in "MERCATI & COMPETITIVITÀ" 3/2016, pp. 45-67, DOI:10.3280/MC2016-003004

   

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