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International Small and Medium-Sized Enterprises
With growing international business, small and medium-sized enterprises (SMEs) have been faced with increased competition, but also with enhanced opportunities. Edith Olejnik addresses four major issues within the context of SMEs’ internationalization process: First, she identifies the three different internationalization patterns that SMEs take and analyzes how these patterns develop over time. Second, she looks at dynamic changes of foreign operation modes and the managerial reasons for these changes. Third, she derives an empirical classification of smaller family firms and profiles them using a comprehensive set of organizational variables. Fourth, she investigates the relationship between firm-level processes and dynamic capabilities in driving the international performance of SMEs. Based on theoretical considerations and empirical analyses this work provides important implications for research and management practice.
Retail Internationalization in Emerging Countries
The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.
The Corporate Reputation of Multinational Corporations
Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given.
Widening International Entrepreneurship Research
Widening International Entrepreneurship Research addresses several unresolved questions and thus moves forward by acknowledging that future international entrepreneurship research needs to find new ways to further enrich its knowledge. The book presents the results of six studies that explain how human resource management contributes to the strategy of early internationalization, compares different experiences in several countries, assesses innovation in international entrepreneurship education teaching, analyses the effects of entrepreneurial education on entrepreneurial skills, and provides new knowledge about the effect of digitalization on firm performance in international markets. This collection of papers reviews the main factors that have been identified as having a high explanatory power at different levels.
International Corporate Brand Management
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
The Replication of Retail Fashion Formats into Foreign Countries
Christoph Schröder does one of the first attempts to analyze format transfers within the scope of different strategies, format elements, countries and success with focus on the fashion industry. Three distinct format transfer strategies are identified. The empirically observed design of format elements supports and extends the existing research. Fashion firms standardize their “Retail culture”, which acts as a foundation for a successful format transfer strategy (core elements). New insights are provided with regard to format transfer into foreign countries as well as over a timeframe of five years. International retailers face specific challenges with regard to the decision on their retail format abroad, which is known as an important success driver. They may transfer their format elements unchanged or may adapt those elements. One successful strategy is known to be an unchanged format replication, which is linked to the fashion industry.
Retail Internationalization
The doctoral thesis investigates various strategies in the area of going and being international of retail firms which is of undisputable relevance due to the fairly narrow research status and the increasing internationalization of retail activities. Issues are investigated concerning the choice of retail market entry modes, i.e., the form of institutional arrangements that retailers use when entering foreign markets, the retail format transfer, i.e., the management of internal processes and the external marketing program elements and the coordination of retail activities, i.e., the implementation of the marketing program by the organizational structure. Regarding this, three important resea...
Internationale Unternehmungen und das Management ausländischer Tochtergesellschaften
Tochtergesellschaften im Ausland spielen eine wichtige Rolle, wenn es darum geht, die Wettbewerbsfähigkeit einer sicherzustellen. In 14 Beiträgen setzen sich renommierte Autoren mit den Entwicklungen und Herausforderungen von ausländischen Tochtergesellschaften sowie anderen zentralen Themenfeldern des Internationalen Managements auseinander.
Fallstudien zum Internationalen Management
In 57 realen Fallstudien werden die vielfachen Facetten der internationalen Unternehmenstätigkeit vorgestellt. Die didaktisch geschickt aufbereiteten Fallstudien decken die zentralen Bereiche des Internationalen Managements ab. Zu jeder Fallstudie gehören neben der Problembeschreibung konkrete Fragen mit Lösungshinweisen. In der 4. Auflage wurden zahlreiche Fallstudien durch neue und aktuelle Case Studies ersetzt; die verbleibenden wurden vollständig überarbeitet. Um die zunehmenden englischsprachigen Vorlesungen im Fach Internationales Management zu unterstützen, sind in der 4. Auflage etwa die Hälfte der Fallstudien in englischer Sprache.
International Retailers’ Performance in Host Countries
Lukas Morbe sheds light on important antecedents of international retailers‘ local performance including international strategies and their local implementation, local consumers‘ perceptions as well as the wider country- and format-specific environment. This topic is of exceptional relevance due to the specific challenges that retail companies face with their increasing internationalization. Retailers transfer their formats across the globe while their business is local in nature and requires attention to the performance in each individual host country. The results of the presented analyses aim to inform retail managers’ decisions in international expansion and operation, but also allow for theoretical implications for future research in the fields of retail management and international business. About the Author Dr. Lukas Morbe worked as research assistant at the Chair for Marketing and Retailing at Trier University, where he received his doctoral degree.
