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The results indicate that market size, rule of law, and local market knowledge, as well as a common language and the logistics performance of a target country have a positive effect on the likelihood of selecting a target country.
We examine the effects of economic factors, the role of cultural and geographic distance in an online retail context, institutional effects in the respective target countries as well as the effects of experience and local market knowledge in the respective target countries.
Related to the capability perspective is a further variable, local market knowledge.
To consider the influence of local market knowledge acquired through already existing channels, the dichotomous variable local market knowledge captures whether other sales channels already exist in the target country; within the sample, multi-channel retailers who have an online shop besides other sales channels,
In doing so, the focus lies on economic factors, the role of cultural and geographic distance in an online retail context, institutional effects as well as the effects of experience and local market knowledge in respective target
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