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1. Transferability of Online Store Image- A Comparative Study of Zalando's Online Store Image In Germany, Sweden and The Netherlands.pdfMagister-uppsats, Lunds universitet/Företagsekonomiska institutionen
Sammanfattning : Purpose: The purpose of this thesis is to examine the role of online store image in the internationalization process of online retailers. Based on the assumption that a favorable image is a competitive advantage for retailers, this master thesis examines whether or not a favorable domestic online store image, can be replicated in the in- ternationalization process of online retailers. LÄS MER