An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china

Author/s Francesca Checchinato, Giulia Zanichelli
Publishing Year 2016 Issue 2016/3
Language Italian Pages 23 P. 45-67 File size 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, An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china in "MERCATI & COMPETITIVITÀ" 3/2016, pp 45-67, DOI: 10.3280/MC2016-003004