International Strategic Management of Brands and Online Firms: Essays on Perceived Brand Globalness, Endorsed Branding, and E-Commerce Firms’ Internat

The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.

Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degree.