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 2016/3
Lingua Italiano Numero pagine 23 P. 45-67 Dimensione file 471 KB
DOI 10.3280/MC2016-003004
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

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