The aim of the paper is to examine some of the factors that could potentially affect the firm’s online presence in international distant markets. More specifically, the study focuses on Italian fashion firms that operate in China, and examine the impact of firm’s size, experience, and positioning (luxury brand or not) on the adoption of a digital presence in this emerging country

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

CHECCHINATO, Francesca
2016-01-01

Abstract

The aim of the paper is to examine some of the factors that could potentially affect the firm’s online presence in international distant markets. More specifically, the study focuses on Italian fashion firms that operate in China, and examine the impact of firm’s size, experience, and positioning (luxury brand or not) on the adoption of a digital presence in this emerging country
2016
3
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/3680891
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