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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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Specifications
- School: Rijksuniversiteit Groningen
- Course: International Business and Management
- Subject: International Marketing for IB
- All documents for this course ›
- Course code: EBP661C05
- Year of study: 2021-2022
Book
- Name book: Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys
- Edition: 2020
- Author: Hyoryung Nam and P.K. Kannan
Document
- Section: Summaries
- Made on: 03-29-2022
- Type: .pdf
- Pages: 13
- Language: English
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