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SUMMARY article 2 marketing Hyoryung & Kannan (2020)

Summary about the article 2 named : Nam, Hyoryung, and P. K. Kannan, 2020, Digital environment in global markets: cross-cultural implications for evolving customer journeys, Journal of International Marketing 28, no. 1, 28-47.

Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets.

- propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys.

• forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research.
• outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.

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Specificaties

Niveau: Universiteit
School: Rijksuniversiteit Groningen
Opleiding: International Business and Management
Vaknaam: International Marketing for IB
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Vakcode: EBP661C05
Studiejaar: 2021-2022
Boek
Naam boek: Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys
Druk: 2020
Auteur: Hyoryung Nam and P.K. Kannan
Document
Rubriek: Samenvattingen
Gemaakt op: 29-03-2022
Type: .pdf
Pagina's: 13
Taal: English
Tags
marketing Principles of marketing summary book article Hyoryung & Kannan (2020)

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MorganH

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Bachelor' student at Rug, University of Groningen in International business and management (Second Year)

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