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Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch
As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the ...
Iguatemi: creating opportunities for international luxury brands in Brazil
The Brazilian luxury goods market has been registering substantial growth with many international brands establishing presence in the country. When entering the market, the perfect location seems for most of them to be ...