Overview

In this book, Marius Müller explores the distinct virtual and physical internationalization strategies of today's leading international e-commerce firms. By revealing previously unknown determinants of e-commerce firms' online geographic scope, foreign direct investments, and international performance, he contributes novel insights into how these digital firms successfully coordinate their virtual and physical presence across borders. Finally, he highlights the complex interplay between these international strategies and dynamic host country factors.

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9783658496791

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Marius Müller worked as a research assistant and doctoral candidate at the Chair of Marketing and Retailing at Trier University.

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