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Strategic Orientations and Innovativeness of Multinational Corporations: A Multilevel Investigation of Consumer Perceptions and Behavioral Intentions … Retailing and International Marketing)
Author(s): Nele Jacobs (Author)
- Publisher: Springer Gabler
- Publication Date: July 31, 2025
- Language: English
- Print length: 228 pages
- ISBN-10: 3658490187
- ISBN-13: 9783658490188
Book Description
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.
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From the Back Cover
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.
About the Author
Nele Jacobs was a research assistant and doctoral candidate at the Chair of Marketing and Retailing at Trier University.
