Download Nichtmarktstrategien multinationaler Unternehmen: Eine by Corinna Sinzig PDF

By Corinna Sinzig

Im Rahmen einer qualitativen Fallstudienanalyse stellt Corinna Sinzig nichtmarktstrategische Aktivitäten multinationaler Unternehmen (MNU) in Industrie- und Schwellenländern gegenüber, additionally 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 artwork und Intensität ihrer Verfolgung teilweise signifikant von dem strategischen Verhalten im
Stammland des MNU unterscheiden. 

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