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Internationalization through E-Commerce. The Case of MultiBrand Luxury Retailers in the Fashion Industry

International Marketing in the Fast Changing World

ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0

ISSN: 1474-7979

Publication date: 24 October 2015

Abstract

Originality/value

The paper’s originality is related to a new phenomenon that has yet to receive appropriate consideration in the literature, the online international company growth with particular focus on the online channel as a new means to develop into foreign markets

Keywords

Citation

Guercini, S. and Runfola, A. (2015), "Internationalization through E-Commerce. The Case of MultiBrand Luxury Retailers in the Fashion Industry", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Bingley, pp. 15-31. https://doi.org/10.1108/S1474-797920150000026002

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited