2 documents found, page 1 of 1
Generation y consumers, luxury brands and social responsibility: what are the m...
Cunha, C. Braga da; Duarte, P.; Silva, S. Costa eThe fast-growing segment of younger luxury consumers, the generational size, and their spending power transform the Generation Y cohort in an appealing group for luxury brand managers, as well as academics in the fields of Consumer Behaviour, International Business, and International Marketing. Millennials’ increasing demand for socially responsible products has led some luxury brands to focus a considerable pa...
Knowledge, uncertainty and networks: what drives SMEs' international
Cunha, C. Braga da; Silva, S. C.What are the key variables that can explain SMEs’ international market selection? International business literature has shown that firms’ costs of expanding business activities to host markets along with the lack of roots in foreign countries apparently result in competitive disadvantages for the alien enterprises. However, depending on the relationships established with other members of the network, companies ...