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Internationalization of SME and entry mode choice in Brazil: the case study of Ameco, a French SME
The research’s goal is to analyze, for a French SME, the attractiveness of two target markets in Brazil in order to support the CEO’s decision making on future investment. To face EU crisis, many French SMEs are currently ...
OMG! Characterizing the role of emotions in the sharing of online commercial videos
Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ...
The country of origin effect: tracking Brazil’s brand image among italian consumers
O Brasil se tornou nos últimos anos uma importante economia no cenário global. O país sempre foi visto basicamente como um exportador de commodities; no entanto, devido ao crescimento de investimentos e ao desenvolvimento ...