An analysis of factors influencing the online presence in distant countries: the case of italian fashion brands in China

摘要

The aim of the paper is to examine some of the factors that could potentially affect\udthe firm’s online presence in international distant markets. More specifically, the study\udfocuses on Italian fashion firms that operate in China, and examine the impact of firm’s\udsize, experience, and positioning (luxury brand or not) on the adoption of a digital\udpresence in this emerging country