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Nichtmarktstrategien Multinationaler Unternehmen: Eine Komparative Fallstudienanalyse by Corinna Sinzig

Nichtmarktstrategien Multinationaler Unternehmen: Eine Komparative Fallstudienanalyse

by Corinna Sinzig
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Book cover type: Paperback
  • ISBN13: 9783658168445
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 421
  • Original Price: EUR 60.74
  • Language: German
  • Edition: 1. Aufl. 2017
  • Item Weight: 708 grams
  • BISAC Subject(s): Management

Im Rahmen einer qualitativen Fallstudienanalyse stellt Corinna Sinzig nichtmarktstrategische Aktivitäten multinationaler Unternehmen (MNU) in Industrie- und Schwellenländern gegenüber, also beispielsweise Beziehungen zur politischen Umwelt durch Verbandsarbeit oder zur sozialen Umwelt durch Kooperationen mit NGOs. Die Autorin untersucht mit einem ganzheitlichen Ansatz, wie sich Strategien kontextübergreifend unterscheiden, welche internen und externen Einflussfaktoren hier wirken und wie diese mit der Marktstrategie koordiniert werden. Anhand eines anspruchsvollen Forschungsdesigns verdeutlicht sie, dass sich Nichtmarktstrategien von MNU in Schwellenländern in der Art und Intensität ihrer Verfolgung teilweise signifikant von dem strategischen Verhalten imStammland des MNU unterscheiden.

Dr. Corinna Sinzig war wissenschaftliche Mitarbeiterin am Institut für Strategisches und Internationales Management der Technischen Universität Hamburg.

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