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02.03.18

Workshop on "Strategies of Multinational Enterprises to Succeed in the Global Market"


On February 26th 2018 the research workshop on „Strategies of Multinational Enterprises to Succeed in the Global Market” took place in Munich. The workshop was hosted by the Bavarian Academy of Sciences and Humanities and was organized by Dr. Jana Gäthke. Academics presented their latest research findings on trends and developments in International Management. Thomas Hutzschenreuter (Technical University of Munich) shed light on the phenomenon of MNE Internationalization. Followed by Katharina Zeugner-Roth (IÉSEG Paris-Lille), who introduced consumers’ preferences for authentic market offerings as global segmentation variable. Thereafter, Jana Gäthke (Catholic University Eichstätt-Ingolstadt) gave insights into the cross-national differences of customers’ product return behavior, and Hanna Schramm-Klein (University of Siegen) talked about customers’ perceived risk when engaging in cross-border shopping. The workshop closed with a presentation of Alexander Hübner (EBS University) on logistics in omni-channel retailing.

A total of 30 participants from several German research institutions participated in the workshop and contributed to a lively discussion.