The aim of the paper is to examine some of the factors that could potentially affect a firm’s intention to adopt an online presence in international distant markets. Specifically, the study focuses on Italian fashion companies operating in China and examines the impact of a firm’s size, experience and positioning (luxury or not) on its intention to adopt a digital presence in this emerging country. Introduction
An analysis of factors influencing the online presence in distant countries: the case of Italian fashion firms in China
CHECCHINATO, Francesca;ZANICHELLI, GIULIA
2015-01-01
Abstract
The aim of the paper is to examine some of the factors that could potentially affect a firm’s intention to adopt an online presence in international distant markets. Specifically, the study focuses on Italian fashion companies operating in China and examines the impact of a firm’s size, experience and positioning (luxury or not) on its intention to adopt a digital presence in this emerging country. Introduction
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