Strategic Orientations and Innovativeness of Multinational Corporations
A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions in a Cross-National Context
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Beschreibung
Multinational corporations (MNCs) face significant challenges in a dynamic global business environment. In times of economic hardship and increased competition, innovativeness and the demonstration of key abilities are essential to the success and resilience of MNCs.
In her research, Nele Jacobs adopts a theory-based approach to examine the interplay between a firm’s perceived strategic orientations, innovativeness, special corporate abilities, and consumer responses in an international context. Furthermore, Jacobs provides valuable insights into the differences in consumer cognition and behavior caused by critical country-level boundary conditions.
About the author
Nele Jacobs was a research assistant and doctoral candidate at the Chair of Marketing and Retailing at Trier University.
Multinational corporations (MNCs) face significant challenges in a dynamic global business environment. In times of economic hardship and increased competition, innovativeness and the demonstration of key abilities are essential to the success and resilience of MNCs.
In her research, Nele Jacobs adopts a theory-based approach to examine the interplay between a firm’s perceived strategic orientations, innovativeness, special corporate abilities, and consumer responses in an international context. Furthermore, Jacobs provides valuable insights into the differences in consumer cognition and behavior caused by critical country-level boundary conditions.
Autor*in
Nele Jacobs
Themen in »Strategic Orientations and Innovativeness of Multinational Corporations«
global business environment innovativeness key abilities consumer perceptions consumer responses