An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china | Zendy

Francesca Checchinato | Zendy; Giulia Zanichelli | Zendy

Open Access

An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in china

Author(s) -

Francesca Checchinato,

Giulia Zanichelli

Publication year - 2016

Publication title -

mercati and competitività

Language(s) - English

Resource type - Journals

eISSN - 1972-4861

pISSN - 1826-7386

DOI - 10.3280/mc2016-003004

Subject(s) - china , business , affect (linguistics) , advertising , marketing , emerging markets , country of origin , political science , psychology , communication , finance , law

The aim of the paper is to examine some of the factors that could potentially affect\udthe firm’s online presence in international distant markets. More specifically, the study\udfocuses on Italian fashion firms that operate in China, and examine the impact of firm’s\udsize, experience, and positioning (luxury brand or not) on the adoption of a digital\udpresence in this emerging countr

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